TARGET darts has seen its fortunes soar on the back of Luke Littler’s remarkable rise, with parent company Elysian Holdings Ltd reporting a near-doubling of turnover to £106.4 million last year.
Gross profits also doubled to £57.4 million as demand for official Littler merchandise and equipment surged worldwide.
The growth has been widely attributed to the so-called “Luke Littler effect,” which has driven interest in the sport into new markets, including China, where the company generated £12.1 million in sales alone.
Target first signed the Warrington star when he was just 12 years old after chairman Garry Plummer (left above) spotted him at a youth world championship qualifier.
The Essex-based manufacturer, which was founded in a London pub in 1973, controls the production and sale of all Littler’s signature replica darts and related merchandise.
It also supplies equipment to numerous other professionals, among them 16-time world champion Phil Taylor.
In January, Target announced a new long-term contract with the world number one, reported to be worth around £20 million – the most lucrative deal in the history of the sport.
Plummer reflected on the partnership: “We’d never taken on someone so young, but I saw something special in him. Watching him grow since, as both a player and a person, has been a privilege. His achievements on and off the oche have been remarkable.”
Littler’s success has fuelled an international surge in popularity for darts. After becoming the youngest PDC World Champion in 2025 at the age of 17, he successfully defended the title this year and claimed the first £1 million prize pot in World Championship history.
Further growth is anticipated as ticket demand continues to outstrip supply and television audiences remain at record levels.
The figures underline just how far the sport’s commercial reach has expanded in a short space of time, with Target firmly positioned at the centre of that growth.
Images: PDC
