Blacks Business Brokers Completes Successful Sale Of The Play Village Ashbourne

Blacks Business Brokers is delighted to announce the successful sale of The Play Village, a distinctive and much-loved children’s role play centre located on Station Street in Ashbourne, Derbyshire. The business, operated by DKMD Holdings Ltd and trading as The Play Village since June 2022, has been acquired by new owners who are set to build on its strong foundations and continue its impressive growth.

The Play Village has carved out a unique position in the local leisure market by offering a calm, immersive and educational alternative to traditional soft play centres. Founded by parents who were searching for a more enriching and less chaotic environment for their own children, the concept was developed around the idea of imaginative, structured role play in a safe and beautifully designed setting. Instead of high-energy climbing frames and loud spaces, The Play Village provides themed play pods, a dedicated baby area and a welcoming café, all carefully curated to inspire creativity while maintaining a relaxed atmosphere for both children and parents.

Since opening in June 2022, the business has quickly become a staple family destination in the Derbyshire area. Its reputation for quality, cleanliness and thoughtful design has led to strong repeat custom and positive word-of-mouth recommendations. The combination of educational play and a parent-friendly café environment has enabled the business to develop a balanced income stream, with approximately 50% of revenue derived from café food sales. This dual offering has strengthened financial resilience and broadened its appeal.

The Play Village operates from a prominent and highly visible single-storey, double-fronted premises extending to approximately 2,600 square feet. The property occupies a prime position on Station Street in Ashbourne, postcode DE6 1DE, benefiting from consistent passing traffic and strong local footfall. An important advantage of the site is its dedicated on-site parking for up to 22 vehicles, providing convenience for families and visitors. The premises are held under a full repairing and insuring lease that commenced in December 2021 for a ten-year term. The current annual rent is £25,000, which equates to approximately £481 per week, and notably, there are no business rates payable, further enhancing its financial attractiveness.

Internally, the layout has been carefully designed to maximise both customer experience and operational efficiency. Themed play pods offer immersive role play environments that encourage children to explore, create and interact. The dedicated baby area provides a safe space for younger visitors, while the café includes kitchen and seating facilities that support the strong food and beverage side of the business. The overall design reflects a premium visitor experience, focusing on calmness, cleanliness and safety throughout. 

There is also significant potential for growth. The outside area of the premises offers scope for development, particularly to increase summer footfall through additional outdoor features or seasonal events. Marketing to date has largely relied on word of mouth and local print advertising, leaving room for expansion into broader digital marketing strategies and targeted campaigns. Furthermore, the scale of the premises and the strength of local demand suggest the possibility of evolving into a part-time nursery offering in the future, creating additional revenue streams and deeper community engagement.

The sale included all fixtures, fittings and equipment necessary for seamless continuation of operations. This encompasses the bespoke play pod installations, café equipment, furniture, branding assets, website and a well-established social media presence. By acquiring a fully equipped and branded operation, the new owners are positioned to continue trading without interruption while exploring opportunities for expansion.

Blacks Business Brokers was appointed to handle the sale and worked closely with the vendor to ensure a smooth and confidential transaction process. The decision to engage Blacks Business Brokers was driven by the firm’s national reach, sector experience and proactive approach to marketing. By leveraging an extensive database of registered buyers, targeted digital promotion and professional negotiation support, Blacks Business Brokers was able to generate strong interest and secure a suitable purchaser aligned with the ethos and potential of the business.

Chelsea Melnyk, Sales Negotiator at Blacks Business Brokers, commented on the transaction: “The Play Village is a fantastic example of a modern, well-conceived family leisure business with a clear identity and loyal customer base. From the outset, we recognised the strength of the brand and the quality of the premises. By implementing a tailored marketing strategy and engaging with serious buyers who understood the value of the concept, we were able to achieve a successful outcome for our client. It has been a pleasure to work with the seller, and we are excited to see how the new owners develop the business further.”

The vendor chose to sell due to other business commitments, creating what was a rare opportunity for a new operator to acquire an established and thriving children’s role play centre in a prime Derbyshire location. With its calm atmosphere, educational focus and strong community reputation, The Play Village stands out within a competitive marketplace and offers a compelling model for continued growth.

Blacks Business Brokers continues to support business owners across the UK in achieving successful sales across a wide range of sectors. The sale of The Play Village further demonstrates the firm’s expertise in the leisure and hospitality market and its commitment to delivering professional, results-driven brokerage services.