British retailer Frasers Group diversifies into the leisure market by acquiring a minority stake in UK-based company We Do Play. The financial terms of the deal were not disclosed. We Do Play operates brands like Flip Out and Activate. Frasers Group plans to open over 40 new Activate locations in the UK. The collaboration aims to create dynamic consumer experiences and offer synergies with Frasers Group’s ecosystem. We Do Play CEO Rich Beese looks forward to scaling their vision with Frasers Group’s backing. Frasers Group previously stepped back from acquiring Revolution Beauty and faced rejection in a bid for Mulberry.

Read more at Yahoo Finance: Frasers Group moves into leisure space with stake in We Do Play