A MUSEUM and art gallery in Bournemouth is launching a novel way of maximising its assets as it plugs funding gaps.

The Russell-Cotes Art Gallery and Museum has created an art-on-demand online store that allows people to bring reproductions of artworks from its collection to their own homes.

Every purchase will support the museum as it faces cuts to its public funding from the coalition government.

On offer are framed pictures, canvases, posters and fine art prints, with prices starting at £9.99.

Marketing and funding manager at the Russell-Cotes, Kerry Curtis, said: “The paintings in the collection are so varied and beautiful; we have always had many enquiries about buying prints.

“Consumers are increasingly drawn to making cause-related purchases and by buying from the Russell-Cotes Art on Demand store, not only are they getting a great value and quality product, they get the added benefit of knowing that they are supporting one of England’s most unique heritage assets.”

The Russell-Cotes collection is made up largely of 19th century British and European art, including Dante Gabriel Rossetti’s Venus Verticordia and AJ Moore’s Midsummer.

Customers can pick from 500 paintings and then choose their own size and style before it is delivered to their door.

Stuart Davies, president of the Museums Association, said: “Museums need to become more focused on self-generated income to survive and thrive.

“National museums have been doing this well for some time. It is more challenging for smaller regional museums and historic houses, as they are not necessarily so easily attractive to big sponsorship deals.

“They need to become more creative and market-savvy. The Russell-Cotes is impressive in the way it has spotted a market for its core product that can be delivered within its current limited resources.”

Find out more at russellcotes artshop.co.uk.