Clays secures investment from Imbiba

By James McAllister

- Last updated on GMT

Virtual shooting competitive socialising concept Clays secures investment from Imbiba to expand

Related tags Clays Competitive socialising Imbiba expansion

Virtual shooting competitive socialising concept Clays has secured investment from Imbiba to help support its growth plans, which includes the launch of three new sites next year.

Clays launched its first site last year at Moorgate in the City of London and is preparing to launch a second outpost in the capital this month in Canary Wharf’s West India Quay.

The group says it has seen a 'fantastic reaction' in its first year of trading, with 125,000 guests visiting its Moorgate site and the venue expected to take more than £1m in December, which will be a record month.

Continuing the trajectory, Clays plans to open another three sites next year with further expansion planned into other territories.

“I'm delighted that Imbiba and Clays are partnering at this stage of our journey,” says Tom Snellock, Clays founder.

“We have been in contact since the early days of Clays and with their support we can speed up growth and continue to deliver amazing experiences for our customers and team. 2022 has been an incredible year, and has set the perfect foundations for further brand growth and success in 2023.” 

Clays has been designed to emulate clay target shooting, with players able to book 90-minute experiences for up to 20 people. Players can choose from a collection of five interactive games to play within their dedicated, semiprivate 'peg'.

The food and drink offer is billed as premium, with the menu overseen by former The Dorchester, The Ritz and Pied à Terre chef Roger Olsson. Dishes include sweetcorn ribs with paprika salt and a lemon and chilli dip; Cobble Lane charcuterie; 'KFC' tempura cauliflower; and loaded breads.

“When we invest in a business, we look for a best-in-class proposition, a scalable concept, and a highly credible management team, and as such, Clays is a perfect partner for us,” says Andrew Stones, partner and head of portfolio at Imbiba.

“With its leading technology, great gameplay, and an outstanding food and bar proposition, Clays has already established itself as a core part of London’s experiential leisure scene, and we’re really excited to work with Tom and the rest of the team to help the brand grow and achieve its full potential.”

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