Published by Global Banking & Finance Review®
Posted on August 27, 2025
2 min readLast updated: January 22, 2026
Add as preferred source on GoogleFrasers invests in We Do Play, entering the UK leisure market. Plans include launching 40+ Activate locations, aligning with their consumer ecosystem vision.
(Reuters) -British sportswear and fashion retailer Frasers said on Wednesday it had entered the leisure activity market with the acquisition of a minority stake in We Do Play, the operator of gaming and socialising venues Activate and Rumble Rooms.
Frasers, owned by British retail tycoon Mike Ashley, did not disclose the size of its investment, but said the partnership with We Do Play offered synergies for its existing portfolio, which includes retailer Sports Direct.
The company has been investing heavily in newer geographies and taking or increasing shareholding in recent months across companies, from fashion groups to electrical retailers. It even sought board control at Debenhams and tried buying luxury handbags maker Mulberry.
"We Do Play's innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem," said Frasers Chief Acquisition Officer James France.
We Do Play also operates other immersive social spaces such as adventure and trampoline parks Flip Out and theme-based mini-golf venture Putt Putt Social.
Frasers said it plans to launch more than 40 Activate locations across the UK in the coming years.
(Reporting by Unnamalai L and Yamini Kalia in Bengaluru; Editing by Janane Venkatraman and Rashmi Aich)
A minority stake refers to owning less than 50% of a company's shares, which typically means the shareholder does not have control over the company's decisions.
An investment is the allocation of resources, usually money, in order to generate income or profit. It can involve purchasing assets like stocks, bonds, or real estate.
Leisure activities are activities that individuals engage in for enjoyment, relaxation, or recreation during their free time, such as sports, games, or social events.
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