Frasers Group acquires minority stake in We Do Play
Frasers Group has entered the leisure market through a minority investment in We Do Play.
With headquarters in the UK, We Do Play operates a range of experience-led brands including Flip Out, Activate, Putt Putt Social and Rumble Rooms.
Subscribe to TRBBuilding on the success of openings in London and Newcastle, Frasers is set to roll out more than 40 new Activate locations across the UK in the coming years.
The group said the expansion will strengthen its position as a leading retail destination, due to it bringing dynamic, high-energy experiences to communities nationwide.
James France, Frasers Group chief acquisition officer, 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.”
Rich Beese, chief executive of We Do Play, 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.”
