Mike Ashley's Frasers Group expands into trampoline halls and mini golf.

Expansion of the Frasers Group

According to The Sun: The Frasers Group, led by Mike Ashley, is expanding its business into a new area – trampoline halls and mini golf. This was made possible by acquiring a stake in the entertainment group We Do Play.

The company, which manages the brands Sports Direct and House of Fraser, announced its first entry into the UK leisure market.

Frasers acquired a small share in the business, which manages brands like Flip Out (trampoline halls) and Activate (interactive playgrounds).

The company plans to open more than 40 new Activate locations across the UK in the coming years, following successful launches in London and Newcastle.

We Do Play also manages the brands Putt Putt Social and Rumble Rooms.

This move comes against the backdrop of the growth of leisure operators in the UK, as consumers increasingly invest in places associated with emotional experiences.

Franz, the Chief Acquisitions Officer of the Frasers Group, noted that this move 'is a significant milestone in our diversification strategy and the creation of more dynamic consumer and entertainment experiences.'

He added: 'The innovative brands of We Do Play fit perfectly with our vision of a modern experience system that is oriented to consumer needs. We hope to make these brands accessible to a larger number of communities across the country.'

This move is further proof of Frasers' active expansion, having recently been actively acquiring new assets. Earlier this month, the company purchased the online retailer EBuyer.

Thus, the Frasers Group is not only expanding its geographical reach but also entering a new market segment that could drive further development of the company. The demands for the use of leisure facilities require innovations and exceptional solutions that the company may be able to offer alongside new brands.