Ethos Partners (Ethos), one of Europe’s most active lower mid-market private equity investors, is pleased to announce its acquisition of Darts Corner alongside new debt facilities and an equity investment from Beechbrook Capital.
Tobin Ireland will join as Chairman, bringing extensive e-commerce and consumer-brand expertise from his tenure as co-Chair of Lovehoney, his experience as Founder and Chairman of Adbrain, senior leadership roles at Vodafone and Sky, and board positions across more than 20 high-growth businesses.
Founded in 2005 and headquartered in Bolton, Darts Corner has grown from a niche online retailer into a global e-commerce platform, with proprietary and third-party brands including Mission, Ruthless, and Designa. 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 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, who have a demonstrable track record of success investing in direct-to-consumer focussed companies, supports Darts Corner’s continued international expansion and own brand development.
Ethos will support the next phase of growth, with a strategy focused on internationalisation, brand-led innovation, and platform scalability.
The investment was led by Partner Ben Kirby, and Associate Hugo Browne.
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.”
Craig Heenighan, Chief Executive Officer of Darts Corner, said: “We’ve made fantastic progress over the past few years, 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.”
Ethos was advised by HCR (Legals), Grant Thornton (Debt), HMT (FDD), OC&C (CDD), Sunstone (CDD), Confidas People (Management DD) and Claritas (Tax). The sellers were advised by Translink Corporate Finance (Corporate Finance) and Addleshaw Goddard (Legals and Tax).
