Frasers Group, which owns Sports Direct, House of Fraser and Flannels, has taken a minority stake in a UK leisure firm.
The investment in the company We Do Play marks the group’s debut in the leisure market as it aims to diversify its consumer offering.
The leisure company operates experience-led brands such as indoor trampoline park Flip Out, live-action gaming venue Activate and golfing specialist Putt Putt.
Frasers plans to launch more than 40 Activate venues in the coming years due to its success in London and Newcastle.
The investment comes after Retail Week revealed that Frasers is understood to be mulling a bid for Manchester’s Arndale Centre. The group also recently bought technology retailer Ebuyer out of administration.
Frasers Group chief acquisition officer James France said: “Today’s announcement marks a significant milestone in our strategy to diversify and create more dynamic consumer and leisure experiences.
“We Do Play’s innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem. Together, we look forward to bringing these brands to more communities nationwide.”
We Do Play chief executive Rich Beese added: “We’re incredibly proud to partner with Frasers Group as we enter this next phase of growth.
“Our mission has always been to create memorable, energy-filled experiences that bring people together — and with Frasers’ backing, we’re now able to scale that vision faster and further. This partnership gives us the platform to innovate, expand our footprint, and elevate leisure across the UK and beyond.”
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