Sixes, the cricket-themed bar chain supported by England cricket captain Ben Stokes, has entered administration following a period of challenging trading conditions. Despite this setback, all 15 of the company’s UK venues remain operational, with the exception of its Southampton branch, which has closed, resulting in the loss of three jobs.
Administrators from FRP Advisory have confirmed ongoing discussions with several interested parties regarding the potential sale of the business and its most successful sites. This development suggests that further closures could be on the horizon. Tony Wright, joint administrator, emphasized that the primary goal is to secure the best possible outcome for the business while ensuring that customer bookings are honored throughout the Christmas season and beyond.
Background and Business Model
Launched in 2020, Sixes combines hospitality with the thrill of cricket, offering a unique social entertainment experience where patrons can face bowling machines and attempt to score runs. This model is part of a growing trend in experiential venues, akin to competitors such as Flight Club and Boom Battle Bar. Sixes has received backing from 4Cast, an investment group that includes Stokes, current and former England bowlers Jofra Archer and Stuart Broad, and former player turned agent Mike Turns.
The timing of Sixes’ entry into administration coincides with England’s recent loss in the Ashes series, following their defeat in the third test match against Australia in Adelaide. The extent of 4Cast’s investment in Sixes remains undisclosed, and the group has yet to comment on the situation.
Challenges and Industry Context
FRP Advisory has noted that while Sixes boasts a core of strong-performing sites, other locations have struggled amidst fierce competition within the experiential venue sector and reduced consumer spending due to economic uncertainty. The closure of the Southampton branch exemplifies these challenges, though remaining venues and franchises are set to continue operations, with all bookings being honored through the festive period.
The administration process aims to rescue businesses facing financial difficulties. This typically involves a team taking over management to reorganize the company’s finances. If recovery proves impossible, liquidation may follow, where assets are sold to repay creditors.
The hospitality industry has voiced concerns about rising operational costs, including business rates and minimum wages, which could lead to job losses and business closures. This economic backdrop has undoubtedly contributed to Sixes’ current predicament.
Future Prospects and Industry Reactions
Despite the challenges, Tony Wright remains optimistic about Sixes’ future. He highlighted the brand’s strong presence in the social entertainment space and its popularity among customers. “While some locations have struggled in an increasingly competitive market, the business has significant potential, and we’re encouraged by the early interest we’ve received from parties interested in acquiring the brand and its strongest-performing sites,” Wright stated.
“We’re confident that with the right investment and focus, Sixes can build on its core strengths,” Wright added.
The situation at Sixes reflects broader trends in the hospitality industry, where businesses are navigating a landscape marked by economic uncertainty and shifting consumer preferences. As talks with potential buyers continue, the future of Sixes hangs in the balance, with the possibility of a revitalized brand emerging from this period of transition.
The coming weeks will be crucial in determining the fate of Sixes, as administrators work to secure a sustainable path forward for the cricket-themed chain. Stakeholders and patrons alike will be watching closely to see how this beloved brand adapts to the challenges it faces.
