Clays, a pioneering British brand renowned for its experiential clay shooting bar concept, is on the verge of a substantial expansion that aims to reshape the leisure landscape in major US cities. Following a remarkable period of growth with more than a 25% increase in year-on-year sales at its London venue, Clays is capitalizing on the momentum by rolling out 15 new locations in the United States. This move aligns with their commitment to enhance the guest experience while ensuring operational profitability. The brand’s expansion into the US market signifies a deep understanding of consumer behaviors and preferences, opening doors to greater revenue opportunities.
The decision to enter the highly competitive American leisure sector may seem audacious to some. However, Clays’ founder and CEO, Tom Snellock, draws attention to the financial advantage of the US consumer market. He notes that while UK venues typically generate around £500 (approximately $628) per square foot annually, many US counterparts boast figures exceeding $1,000. This stark contrast showcases the untapped potential for Clays as it ventures into this lucrative terrain, driven by American consumers’ heightened spending on dining and entertainment.
Clays is not merely replicating its successful UK formula; rather, it is innovating by incorporating local tastes and preferences into its offerings. Snellock emphasizes that the American market has a growing appreciation for interactive shooting games—an advantage the brand intends to exploit. Positioning itself as an elevated version of traditional arcade shooting experiences, Clays melds cutting-edge technology with a sophisticated atmosphere. This unique blend will attract a diverse clientele looking for a premium social experience that balances nostalgia with modernity.
Each venue will reflect a distinctive character, avoiding a one-size-fits-all approach. The company’s commitment to customizing its gameplay mechanics and aesthetics showcases its adaptability to localized demands. For instance, facilities are expected to occupy expansive spaces averaging 20,000 square feet, emphasizing a welcoming environment filled with regional collaborations, including partnerships with local breweries. This commitment to locality fosters a sense of community while enhancing the brand’s integration into the US market.
In tandem with its American expansion, Clays is also set to unveil its largest UK venue in Soho, positioned strategically in a Grade II-listed building. Covering an impressive 19,000 square feet across three floors, this flagship location will offer eight private shooting pegs designed for immersive experiences, complemented by the introduction of London’s inaugural Clays Arcade. This innovative space promises fast-paced, open-play shooting games ideal for smaller groups, refreshing Clays’ offering to its UK audience.
This simultaneous expansion strategy underscores the brand’s dual focus on maintaining strong domestic footprints while navigating international waters. Successfully blending local tradition with an innovative approach, Clays aims to enhance its brand equity and attract an array of customers hovering at the intersection of leisure and entertainment.
The backing of Hadrena, a prominent investment firm with extensive expertise in scaling experiential brands, marks a cornerstone of Clays’ ambitious growth plans. Hadrena’s proven track record of successfully launching experiential concepts provides Clays with the confidence to scale operations while preserving brand integrity. The firm’s history of nurturing similar ventures to expand rapidly in the US serves as a vital resource for Clays, enabling the brand to approach the new market with informed strategies.
Additionally, Snellock reflects on lessons learned from previous UK brands attempting to make their mark in the US leisure sector. Clays has leveraged this knowledge to identify and mitigate common challenges. Using data-driven approaches to pinpoint optimal locations and venue sizes, Clays is establishing a solid foundation upon which to build its American legacy.
Beyond its immediate growth plans in the US, Clays is laying the groundwork for a broader international presence by securing intellectual property rights in 38 countries. This proactive move opens avenues for future franchising, technological licensing, and new venue openings—they stand ready to seize global opportunities as they arise.
Snellock’s vision is clear: As Clays harnesses its proprietary technology and scalable business model, the company is poised to become a formidable force within the interactive social gaming sector globally. Whether through M&A activities or the evolution of its core technology into innovative new concepts, Clays is committed to maintaining a forward-thinking approach that keeps them at the forefront of the experiential leisure boom.
As Clays embarks on this ambitious expansion into the US and bolsters its UK presence, it is armed with a blend of strategic insight, technological prowess, and market adaptability. This unique position will enable the brand to redefine norms in experiential leisure, creating lasting impressions and immersive experiences for an ever-growing customer base.