The news follows a £6m fundraise led by French leisure and entertainment group Otium Leisure earlier this year. The group has also attracted backing from private equity house Imbiba.
In Birmingham’s Piccadilly Arcade, the new launch will bring the group up to a total of three locations joining sites in Canary Wharf and The City.
Using its proprietary technology, Clays says it transports players to quintessential British shooting grounds within a ‘sleek and stylish’ setting.
The Birmingham location will allow players to decide between a semi-private area or a fully-private room, where they can choose from a collection of six fully digitalised games.
Food and drink can be ordered directly to where guests are playing via a kiosk ordering system.
“The last twelve months have been an incredibly exciting time for Clays, and I’m so glad that we can officially announce our expansion into Birmingham. Piccadilly Arcade is a building steeped in history, so it’s fantastic that we can now be a part of that,” says Clays founder Tom Snellock.
Otium Leisure chief of staff Ruben Cohen-Aknine added: “Tom and the Clays team have built, in a short span of time, a leading brand in the competitive socialising space. Otium Leisure focuses on businesses with the potential to become category champions over the long run, and Clays is just that. We’re very excited to support this team at the early stage of the growth journey.”
Clays says it expects to launch more locations next year.
