British retailer Frasers Group is coming into the leisure market by buying a minority stake in We Do Play, a UK-based firm specialising in leisure, retail and hospitality.
The monetary phrases of the transaction stay undisclosed.
The transfer marks a diversification for Frasers Group, identified for its retail manufacturers equivalent to Sports activities Direct and its actual property holdings.
We Do Play operates experience-led manufacturers Flip Out, Activate, Putt Putt Social and Rumble Rooms.
Frasers Group chief acquisition officer James France acknowledged: “Announcement marks a big milestone in our technique to diversify and create extra dynamic client and leisure experiences. We Do Play’s modern manufacturers align completely with our imaginative and prescient for a contemporary, experience-led client ecosystem. Collectively, we look ahead to bringing these manufacturers to extra communities nationwide.”
With venues already in London and Newcastle, Frasers Group plans to capitalise on this momentum by opening greater than 40 new Activate areas throughout the UK.
Frasers Group expects the collaboration with We Do Play to supply synergies with its present ecosystem.
CEO Wealthy Beese acknowledged: “We’re extremely proud to companion with Frasers Group as we enter this subsequent part of. Our mission has all the time been to create memorable, energy-filled experiences that convey folks collectively — and with Frasers’ backing, we’re now capable of scale that imaginative and prescient quicker and additional. This partnership offers us the platform to innovate, broaden our footprint and elevate leisure throughout the UK and past.”
In June 2025, Frasers Group stepped again from the acquisition of cosmetics firm Revolution Magnificence.
In October 2024, luxurious purses maker Mulberry’s 56.4% majority shareholder Challice rejected Frasers Group’s £111m ($144m) acquisition proposal.
“Frasers Group strikes into leisure area with stake in We Do Play” was initially created and printed by Retail Perception Community, a GlobalData owned model.
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