Imbiba invest in Clays

Clays, London’s premier indoor interactive clay shooting experience bar, announces Imbiba investment, to support growth momentum, as it opens its second location in West India Quay.

Clays is an indoor interactive Clays shooting experience and bar, which officially opened its first venue in Moorgate in November 2021. Clays offers a fully digitised clay shooting game using advanced technology, alongside a premium food and cocktail menu in a spectacular setting. Clays aims to create a unique entertainment proposition and sociable, inclusive atmosphere for customers. The games are ever evolving based on customer behaviour, tracked via Clays technology, to create a competitive gaming experience for all new and returning guests.

In just a year, Clays has seen a fantastic reaction to its offering despite a turbulent landscape in hospitality, welcoming 125,000 customers to the  flagship Moorgate location and is expected to take over £1 million in December - a record month. Continuing the trajectory, Clays plans to open another 3 sites next year with further expansion planned into other territories, following such a positive reaction from the London community, and consumer trends that show a big demand for active experiences.

Designed to emulate the classic British sport of clay target shooting in game form, players can book this unique take for a thrilling 90-minute experience for groups of up to 20 people. Players can choose from a collection of five interactive games to play within their dedicated, semi-private ‘peg’. Encouraging a dose of healthy competition, each player will take aim and shoot their shot with the hope of coming out on top. Created using Clays’ proprietary technology, ensuring maximum precision down to the sub-millimetre, Clays offers a truly immersive experience – without the rain.

Bringing a completely unique proposition to the competitive socialising arena, Clays’ gamified version of Olympic clay target shooting aims to make clay shooting safe, fun and accessible for all. 

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

Andrew Stones, Partner and Head of Portfolio, Imbiba, added: “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. 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.”

Clays Canary Wharf will open in December 2022. For further information on Clays please contact Andrew Stones, Partner at Imbiba: andrew@imbiba.com