Clays, the innovative British experiential clay shooting bar brand, has recently made headlines with its ambitious plan to expand into the United States. This marks a pivotal moment for the brand as it prepares to launch 15 new locations in key US cities, as well as inaugurate a flagship venue in London’s vibrant Soho district. With record-breaking sales—over a 25% increase year-on-year during the 2024 festive trading period—Clays is not only demonstrating its resilience but also its capacity for growth on an international scale.
This bold move into the American market represents a calculated risk that could yield substantial rewards. Tom Snellock, the founder and CEO of Clays, highlights the favorable economic climate for dining and leisure activities in the US. American consumers are inclined to spend more on such experiences, with potential revenues that often eclipse those seen in UK venues. Specifically, while Clays’ UK locations may generate around £500 (approximately $628) per square foot annually, US sites could potentially exceed $1,000 per square foot. This disparity underscores the lucrative opportunities that lie ahead.
One of the critical aspects of Clays’ strategy revolves around the widespread appeal of interactive shooting games in America. The brand’s concept can be likened to an upscale, sophisticated version of popular arcade games like Big Buck Hunter. This recognition of existing trends allows Clays to carve out a niche. By merging cutting-edge technology with an elegant bar environment, Clays is not merely another entertainment venue; it’s setting itself up as a leader in experiential leisure.
Snellock points out that adaptability is key. Clays is committed to creating venues that are not “cookie-cutter” replicas of one another. This adaptability extends to the technology that powers their experiences, making it customizable to reflect local tastes. For example, the new US venues will boast spacious layouts averaging 20,000 square feet, emphasizing partnerships with local suppliers and breweries to cater to regional preferences. Such attention to detail is strategic; it not only enhances the guest experience but also solidifies Clays’ position in the competitive landscape of experiential leisure.
Clays’ ambitious expansion wouldn’t be feasible without the resources and expertise provided by Hadrena, an investment firm with a successful track record in scaling experiential concepts. Hadrena’s past experience, particularly with brands like Beat The Bomb and Kid’s Empire, serves as a guiding light for Clays as they navigate expansion in a complex market. It’s crucial to understand that while the strategy is grounded in optimism, it is also informed by lessons learned from previous ventures by other UK brands in the US.
Through meticulous research and data analysis, Clays aims to sidestep the pitfalls that have hindered other brands. Snellock notes that the groundwork has already been laid, encompassing venue size, market selection, and avoiding site overlap. By leveraging these insights, Clays can make informed decisions to maintain a competitive edge in the US marketplace.
While the US expansion is an immediate priority, Clays is not limited to that market. The company’s new flagship venue in Soho is poised to be the largest in the brand’s portfolio, covering 19,000 square feet within a Grade II-listed building. This venue will feature eight private shooting pegs, designed to deliver a unique and immersive experience, along with London’s first Clays Arcade for fast-paced, open-play shooting games. Such developments reflect Clays’ commitment to continuously innovate and redefine leisure experiences.
Excitingly, Clays has also secured patents and intellectual property rights in 38 countries, indicating a forward-thinking mindset geared for global expansion. Snellock emphasizes the potential for franchising, licensing technology, and additional venue openings. This ambitious roadmap not only maps out Clays’ growth strategy but also illustrates its openness to exploring mergers and acquisitions that align with its vision.
Clays stands at the forefront of a new wave of experiential leisure, combining technology, entertainment, and gastronomy in a unique offering. With robust planning, strategic adaptation, and the support of Hadrena, the brand is not only poised for success in the US but is also preparing to dominate the interactive social gaming sector globally. AsClays continues to innovate, engage, and expand, it is undeniable that this evolving landscape of experiential leisure will be worth watching in the years to come.