Frasers Group Makes Its Initial Foray into the Leisure Sector
In a strategic move, Frasers Group, known for its significant stakes in retail giants like Hugo Boss, Asos, and Currys, is entering the leisure market for the first time. The company has invested in UK-wide leisure operator, We Do Play.
This partnership aims to bring We Do Play's innovative brands, including Flip Out, Activate, and Putt Putt Social, to more communities nationwide. We Do Play's mission, to create memorable, energy-filled experiences that bring people together, aligns well with Frasers Group's vision of creating dynamic consumer and leisure experiences.
Rich Beese, CEO of We Do Play, expressed his pride in partnering with Frasers Group for the next phase of growth. With Frasers' backing, We Do Play plans to scale its vision faster and further.
James France, Frasers Group's chief acquisition officer, announced the investment as a significant step in diversifying the company's strategy. This investment comes after Frasers Group's recent moves in the technology retail sector, having bought and revamped online technology retailer eBuyer, following a similar move in 2019 with the £52m takeover of GAME.
In a separate development, Frasers Group has replaced its £1.65bn financing facilities with a new £3bn term loan and revolving credit facility from its banks.
Tarun Lal, who has been appointed as the new CEO of We Do Play effective July 14, 2025, will lead the company in its growth journey under Frasers Group. The UK government is also providing £154m funding to lock away plutonium, but the context of this fact is not provided in the given paragraph.
This investment by Frasers Group in We Do Play marks an exciting new chapter for both companies, promising to bring innovative leisure experiences to more communities across the UK.
