Oxygen appoints Stärka to boost national expansion
The UK’s first choice indoor family activity brand, Oxygen, has appointed Stärka, the leisure real estate advisory business, to support the brand’s expansion throughout the UK. Stärka’s brief is to secure strategically located sites of between 20,000 sq ft to 30,000 sq ft owned or managed by landlords that are looking to provide a unique experience for their customers and visitors.
Oxygen is transforming the trampolining sector with its innovative proposition , which focuses on the entire customer experience, rather than just the active element. Informed by extensive research, the strength of its proposition means it can act as an anchor to drive footfall, increase dwell and create additional reasons for consumers to visit established destinations.
Stephen Wilson, Managing Director of Oxygen, said: “Oxygen is breaking new ground, leading the trampolining sector’s consolidation and transforming it by delivering an enhanced customer experience. We need partners that understand our business, can articulate our differentiation to landlords, and have the reach and resources to match our ambition. Stärka provides us with all that and more, and the relationship is already achieving results.”
Stärka has already identified a number of locations , and is in detailed negotiations to build a pipeline of 2023 openings for the brand, which has expanded significantly since its acquisition by Literacy Capital Plc in 2021.
David Bell, co-founder of Stärka, added: “The trampolining market has been crying out for innovation, which is what Oxygen brings. Its concept is research-driven, commercially proven and has strong backing, both in terms of financial strength and leadership. The response from our initial conversations with leading landlords has been very positive; they recognise that Oxygen presents a very compelling answer to the question of how to keep retail and leisure destinations relevant for consumers.”
Inspired by proprietary consumer insight, Oxygen has introduced an innovative experience-led proposition at its Wilmslow and Acton sites. The investments of £1m each includes enhanced facilities for children and adults, a comprehensive customer engagement training programme for staff and the use of technology to support every stage of the experience. . In November, Oxygen announced its acquisition of RedKangaroo, with the brand buying the operator’s sites in Reading, Nottingham and Coventry to take the portfolio to nine locations.
Founded by Sammy Jones and David Bell in January 2021, Stärka has secured a range of new clients, including Oxygen, Everyman Cinemas, Blacklock, Chotto Matte, 92 Degrees and Parthian Climbing, and is also retained by Hickory’s Smokehouse. The number of Stärka’s landlord mandates has grown to include Grosvenor, DTZ IM, Schroders and DS Properties.