British retailer Frasers Group is entering the leisure market by acquiring a minority stake in We Do Play, a UK-based company specialising in leisure, retail and hospitality.
The financial terms of the transaction remain undisclosed.
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The move marks a diversification for Frasers Group, known for its retail brands such as Sports Direct and its real estate holdings.
We Do Play operates experience-led brands Flip Out, Activate, Putt Putt Social and Rumble Rooms.
Frasers Group chief acquisition officer James France stated: “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.”
With venues already in London and Newcastle, Frasers Group plans to capitalise on this momentum by opening more than 40 new Activate locations across the UK.
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By GlobalDataFrasers Group expects the collaboration with We Do Play to offer synergies with its current ecosystem.
CEO Rich Beese stated: “We’re incredibly proud to partner with Frasers Group as we enter this next phase of. 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.”
In June 2025, Frasers Group stepped back from the acquisition of cosmetics company Revolution Beauty.
In October 2024, luxury handbags maker Mulberry’s 56.4% majority shareholder Challice rejected Frasers Group’s £111m ($144m) acquisition proposal.
