Darts Corner, a specialist darts retailer and brand owner, has announced it has been acquired by the private equity firm; Ethos Partners, with Key Capital Partners (“Key”) completing its successful exit from the business.

Founded in 2005 and headquartered in Bolton, Darts Corner has grown from a niche online retailer into a global e-commerce platform, with both proprietary and third-party brands. The company now serves customers in over 100 countries and is recognised for its fast-growing challenger brands and e-commerce expertise as well as its support of professional and aspiring players active in major competitions.

Since partnering with Key in 2020, Darts Corner has focused on strengthening its brand portfolio, expanding internationally, and improving operational capabilities through investment in both systems and the team. During this period revenues grew from £11m to over £21m in 2025, with growth across direct-to-consumer, marketplace, and trade channels. The secondary buyout by Ethos, which has a demonstrable track record of success investing in direct-to-consumer-focused companies, supports Darts Corner’s continued international expansion and own brand development.

Craig Heenighan, Chief Executive Officer of Darts Corner, said: “We’ve made fantastic progress over the past few years with Key’s support, and we’re now well positioned for the next phase of growth. Ethos Partners brings a collaborative and entrepreneurial approach that aligns with our ambitions, and we look forward to working together to further scale the business.”

Matt Tice, Director at Key Capital Partners, added: “It’s been a pleasure working with Craig and the team who have worked tirelessly to get the business to where it is today. We’ve seen the business evolve and strengthen across multiple geographies during our investment period, and we wish Darts Corner every success in its next chapter with Ethos.”

Ben Kirby, Partner at Ethos, added: “Darts Corner is a well-established platform with strong brand foundations and a very capable leadership team. We’re excited to support Craig and the business as it continues to grow and capitalise on global interest in the sport.”

Translink Corporate Finance acted as lead advisors to the shareholders. The team consisted of Andy Haigh, Declan Savage and Will Sykes (all M&A), plus Emma Oakley (SPA Advisory).

Declan Savage, Director at Translink Corporate Finance UK, said: “Darts Corner has transitioned successfully from an e-commerce retailer to a leading proprietary brand owner with diversified routes to a global market. This transaction reflects the quality of the Darts Corner platform which is well placed to continue its growth trajectory under Ethos’ stewardship. It was great to work with the fantastic leadership team of Darts Corner and the team at Key Capital Partners to get this deal over the line.”

David Parker, Charlotte Martin and Martin Griffiths of Addleshaw Goddard provided legal and tax structuring advice to the shareholders, while Tim Ward and Jodele McConnachie of HCR Law advised Ethos. Adam Hughes, Jack Price, and Victoria Reid from Grant Thornton provided debt advisory, and Paul Read, Corin Briault-Hutter, and Luke Gilbert from HMT conducted financial due diligence.