Target Information

Founded in 2010 by Thierry Vuillaume and currently managed by Arnaud Vuillaume, Loïc Meriaux, and Mathilde Vuillaume, the Urban Loisirs Group operates large urban leisure centers branded as "le 1055". These centers, ranging from 4,000 to 6,000 square meters, offer a broad array of indoor and outdoor recreational activities, including bowling, laser tag, kids' play areas, and virtual reality experiences, alongside a brasserie-style dining option.

The concept debuted in Lons-le-Saunier, Jura, and quickly gained traction, appealing to diverse family audiences with its engaging entertainment options and quality dining. The group successfully expanded in 2022 with three new centers launched in Chalon, Besançon, and Oyonnax, further solidifying its market position.

Industry Overview

The leisure and entertainment industry in France has seen considerable growth due to an increasing demand for recreational activities among families and group outings. The combination of urbanization and evolving consumer preferences has fueled the development of large-scale leisure facilities that cater to diverse entertainment needs.

Urban leisure centers, like those operated by Urban Loisirs, fulfill the growing desire for multifaceted entertainment hubs, providing not only activities but also dining experiences that enhance the overall customer experience. This trend is particularly evident in urban areas where families seek convenient, comprehensive leisure options.

The competitive landscape is marked by both established and emerging players, leading to a dynamic environment where innovation is key. Centers that maintain high standards for safety, cleanliness, and service while integrating new technology and activities are likely to thrive.

With consumers increasingly seeking unique and memorable experiences, the outlook for the urban leisure sector remains positive. Investments in expanding facilities and diversifying offerings will be crucial for success, positioning companies to capitalize on evolving market trends.

Rationale Behind the Deal

The Urban Loisirs Group aims to accelerate its expansion strategy, focusing on the establishment of five new 1055 centers, with the first set to open in Belfort by the end of 2024. The significant additional funding from Bpifrance, through its France Investissement Tourisme fund, and Crédit Agricole Régions Investissement (Carvest), through its CAFCI and Calixte Investissement funds, will support this growth trajectory.

By enhancing their investment, these partners reaffirm their commitment to the Urban Loisirs Group, which is poised to become a leader in the French leisure center market. Enhancing existing locations with new games, including an electric go-kart track, also supports this ambitious growth plan.

Information about the Investor

Crédit Agricole Régions Investissement (Carvest) is a joint subsidiary of 11 regional Caisses of the Crédit Agricole Group in Central and Eastern France. Carvest is dedicated to providing financial assistance to regional enterprises through equity capital development and transmission. As a minority investor, Carvest plays a responsible and involved role in supporting long-term partnerships.

With approximately €300 million under management across nearly 150 regional investments, Carvest's team of around 30 professionals is stationed across several cities, including Lyon, Reims, and Dijon. They maintain continuous dialogue with business leaders to ensure alignment on strategic objectives and the necessary resources for growth.

Bpifrance Overview

Bpifrance is a prominent player in the French investment landscape, financing businesses at every stage of development through various methods, including equity capital, loans, and guarantees. They support companies in innovation and international growth, also providing export activity support and a wealth of entrepreneurial resources such as advice, networking opportunities, and acceleration programs.

With a strong presence in 50 locations throughout France, Bpifrance serves as a vital partner, assisting entrepreneurs in addressing their challenges while fostering a vibrant ecosystem for business development.

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From an investment standpoint, the renewed confidence from both Bpifrance and Carvest in Urban Loisirs signals a promising future for the group and its expansion plans. The growth trajectory of the urban leisure sector coupled with the group's proven track record of successful openings suggests that this move is well-timed and strategically sound. The planned openings and enhancements to existing centers will likely attract more customers and strengthen brand loyalty.

Moreover, the introduction of innovative activities, such as the electric go-kart track, aligns with current consumer trends towards experiential entertainment, enhancing overall attractiveness. This diversification is crucial in maintaining competitive advantage in a dynamic landscape.

The collaborative support from experienced financial partners such as Bpifrance and Carvest provides Urban Loisirs with not only capital but also strategic guidance, which is invaluable during the challenging phases of growth. Their commitment suggests that they believe in the potential of Urban Loisirs to capture a significant share of the leisure market and achieve its ambition of becoming a national leader.

In summary, this deal reflects a forward-thinking approach to capitalizing on market opportunities, and with ongoing innovation and strategic focus, Urban Loisirs seems well-positioned to succeed in the evolving urban leisure industry.

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