The British experiential clay shooting brand, Clays, is making headlines with a notable expansion into the United States while simultaneously enhancing its presence in the UK. On the heels of a record-breaking festive season, where London sales soared over 25% year-on-year, Clays is positioned to enter 15 major U.S. cities starting this year and unveil its largest UK venue to date in Soho. With the endorsement of investment firm Hadrena, which has a strong reputation for scaling entertainment brands, Clays stands ready to embrace and leverage the increasing demand for experiential leisure activities, signaling a new chapter in its growth trajectory.
Tom Snellock, the founder and CEO of Clays, emphasizes the company’s successful operations across various UK locations. By consistently offering an outstanding guest experience, Clays has proven that it can maintain profitability even in a competitive market. This steady success underpins the decision to pursue aggressive growth in the United States, which is characterized by a higher consumer spending mentality compared to the UK. According to Snellock, the potential for revenue generation in the U.S. is significantly more lucrative, with annual revenue per square foot often surpassing $1,000—a stark contrast to the UK market.
The idea of entering a market as vast and diverse as the U.S. may intimidate some brands, but Clays possesses a distinctive advantage: the appeal and popularity of interactive shooting games among American audiences. Snellock describes Clays as a sophisticated evolution of arcade games like Big Buck Hunter, marrying high-tech gaming solutions with an elegant atmosphere that appeals to adults seeking immersive experiences.
One crucial element of Clays’ strategy is its commitment to creating venues that align with the local demographic’s tastes and preferences. Each Clays location is tailored to resonate with regional audiences by forming partnerships with local breweries and vendors. By owning the technology that drives its offerings, Clays possesses the flexibility needed to adapt gameplay and venue design, ensuring that the experience feels both relevant and engaging to customers in different locales.
The anticipated flagship venue in Soho represents a natural evolution of Clays’ offerings. Located in a prominent Grade II-listed building, this venue will showcase eight private shooting bays for an intimate experience while introducing London’s first Clays Arcade—a fast-paced gaming area designed for smaller groups seeking a fun, social outing. This multi-faceted approach not only fosters community connections but also enhances customer engagement.
Despite the inherent risks associated with expanding into uncharted territories, Clays benefits from Hadrena’s acute understanding of the experiential entertainment industry. Hadrena’s track record of launching successful concepts like Beat The Bomb and Kid’s Empire equips Clays with a solid foundation for its U.S. expansion. The combination of proven profitability in the UK and expert guidance from Hadrena allows Clays to approach the U.S. market with a comprehensive plan that minimizes potential pitfalls.
Snellock notes that lessons gleaned from previous UK brands’ entrances into the U.S. market have informed Clays’ strategy. Key considerations—like identifying optimal venue sizes, high-potential cities, and avoiding competition overlap—are part of a data-driven approach that will inform Clays’ expansion efforts.
While the immediate focus lies on establishing a foothold in the U.S., Clays has already secured intellectual property rights and patents in 38 countries, paving the way for potential future growth. Snellock confirms that the company is exploring various avenues for global expansion, including franchising, licensing their technology, and setting up more locations both domestically and internationally.
In an era where consumer preferences continually evolve, Clays remains committed to innovating and enhancing its core technology. The company is open to exploring mergers and acquisitions that align with its expansion objectives, ensuring that it not only adapts but thrives in an ever-changing marketplace.
Clays encapsulates the burgeoning trend of experiential leisure, merging traditional shooting activities with modern technology and social interaction. With visionary leadership, strategic partnerships, and a deep understanding of market dynamics, Clays is well-positioned to make a substantial impact in the interactive social gaming sector. Its growth plans and innovative concepts are poised to redefine leisure experiences not only in the UK and the U.S. but across the globe, heralding a new era of entertainment that welcomes and engages diverse audiences everywhere.