Clays, the interactive clay shooting experience, has announced plans for further expansion in both the UK and the US following a successful year of growth. After launching its first regional venue in Birmingham in 2024, the company has confirmed a new London site in Soho, set to open in July 2025, as well as an ambitious expansion across the US.
The upcoming Clays Soho venue will be the company’s largest yet, spanning three floors and covering 19,000 sq. ft. Located on Brewer Street, the venue will feature eight traditional shooting pegs housed in a Grade II listed building, providing guests with an immersive gaming experience alongside food and drink service. Additionally, The Hide at Clays Soho will offer a private space with a self-service bar featuring Clays’ clarified cocktails on tap.
For the first time, the brand will introduce London’s first-ever Clays Arcade. This new concept, built on Clays’ existing technology, will feature five open-play pegs redesigned to accommodate up to four players at a time, making for faster-paced games and catering to smaller groups. The expansion into Soho underscores Clays’ commitment to innovation in the experiential leisure sector.
Beyond its UK expansion, Clays has confirmed its entry into the US market through a joint venture with Hadrena, formerly Otium Leisure. The company plans to roll out 15 sites across key US cities, including New York, Boston, Chicago, Las Vegas, and Miami. This move follows the success of other British experiential brands, such as Swingers, Puttshack, and Electric Shuffle, in the US market.
Clays founder, Tom Snellock, commented:
“2024 was such an incredible year for Clays: launching Birmingham, continuing to grow our team and the fantastic support we received from all of our team, investors and customers. We knew that 2025 had to be even bigger, so I’m absolutely delighted to announce our expansion plans in Soho and the US. Our proprietary technology and international patents have allowed us to enter into the US market, whilst our Joint Venture agreement with Hadrena has enabled our rapid expansion plans into multiple US markets. With nothing quite like Clays in the current US market, we’re confident in our potential for tremendous success across the Atlantic, paving the way to further build and strengthen our legacy.”
Hadrena CEO, Edouard Malnoy, added:
“Tom and the Clays team have built a unique brand in the competitive socializing space in the UK. Given our track record in the United States with leading concepts such as Kids Empire, we are thrilled to partner with this stellar team to establish Clays as a category champion in the US market.”
Clays Soho is set to open in July 2025, with the first US location launching within the next 12 months.
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