Salop Leisure

What Salop Leisure does

Salop Leisure is a Shrewsbury-headquartered, privately-held UK caravan and leisure-vehicle dealership founded in 1966 (originally as Salop Caravans) and rebranded in 2006 to reflect its expanded multi-product offering. The company operates three physical dealerships — Shrewsbury (the Emstrey flagship showroom, opened 2006), Machynlleth and Worcester — covering the Heart of England, Mid Wales Inland and Mid Wales Coast regions, complemented by a Magento 2 e-commerce storefront and active participation in major UK trade events (Manchester Caravan, Motorhome and Holiday Show; NEC Motorhome and Caravan Show).

Its core product portfolio comprises new and used touring caravans (brands including Swift, Coachman, Bailey and Sprite, at price points from £10,000 to over £50,000), motorhomes and campervans (primarily Swift, where the company holds Dealer of the Year status), and static holiday homes and lodges (ABI, Atlas, Carnaby, Swift, Willerby) placed at over 200 partner holiday parks across the UK. Underlying technology is conventional: a Magento 2 e-commerce platform with Google Analytics, Microsoft Clarity and Facebook Pixel integration; there is no proprietary software, mobile app or public API.

The business model blends transactional one-off vehicle sales with recurring and fee-based revenue streams: a CaSSOA Platinum-rated 15-acre storage subscription (from under £60/month), finance commission through FCA-regulated brokerage arrangements with Barclays Partner Finance and Black Horse (Hire Purchase up to £250,000 over 12 years), annual servicing and repairs (workshop plus on-the-road engineers serving 250+ parks), accessories/awnings retail, and ancillary Love Plants garden centre and Love Coffee café revenue at the Shrewsbury site. The primary customer base is B2C — families and individual leisure buyers — with a reported 98.7% repeat-purchase recommendation rate and no disclosed enterprise or institutional accounts.

Name

Salop Leisure

Legal name

Salop Leisure Limited

Website

https://salopleisure.co.uk

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Short description

Salop Leisure is a privately-held Shrewsbury-based UK caravan, motorhome and holiday home dealership operating three showrooms (Shrewsbury, Machynlleth, Worcester) since 1966, serving individual leisure buyers with sales, finance, storage and aftersales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Touring Caravan Sales: Sale of new and used touring caravans from brands including Swift, Coachman, Bailey, and Sprite. Both single axle and twin axle options available.
2. Motorhome and Campervan Sales: Sale of new Swift motorhomes and campervans, as well as used motorhomes from various manufacturers.
3. Holiday Home Sales: Sale of static caravans and luxury lodges from manufacturers including ABI, Atlas, Carnaby, Swift, and Willerby. Available at over 200 holiday parks.
4. Storage Services: CaSSOA Platinum award-winning caravan, motorhome, and campervan storage with 15 acres of outdoor space. Additional services include power wash, vacuum, tyre pressure station, and waste disposal.
5. Finance Commission: As a Barclays Partner Finance and Black Horse approved dealer, Salop Leisure arranges financing for customers and earns commission on finance agreements. FCA regulated (no. 307269).
6. Servicing and Repairs: Annual caravan servicing and repair workshops in Shrewsbury. On-the-road engineers complete repairs at over 250 holiday parks across Heart of England, Mid Wales, and Mid Wales Coastal regions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Salop Leisure is a long-established UK leisure vehicle dealership selling new and used touring caravans, motorhomes, campervans, static holiday homes, and luxury lodges from leading manufacturers. The dealership complements vehicle sales with ancillary services including CaSSOA Platinum-rated storage, finance brokerage, aftersales servicing and repairs, accessories, and a holiday home ownership programme. The business operates three physical showrooms in Shrewsbury, Machynlleth, and Worcester, supported by a Magento-based e-commerce platform.

Product overview

Salop Leisure is a Shropshire-based caravan dealership offering a comprehensive portfolio of leisure vehicle products and services. The core product portfolio consists of touring caravans (new and used from Swift, Coachman, Bailey, Sprite and other brands), motorhomes and campervans (primarily Swift), and static holiday homes/lodges (from ABI, Atlas, Carnaby, Swift, Willerby and other manufacturers). These are complemented by add-on services including caravan finance (via Barclays Partner Finance and Black Horse), secure CaSSOA Platinum-rated storage, aftersales servicing and repairs, caravan accessories and awnings, and holiday home ownership assistance. The company operates three dealerships (Shrewsbury, Machynlleth, Worcester) with access to over 200 holiday parks. Ancillary offerings include an on-site Love Plants garden centre and Love Coffee café. Founded in 1966 as Salop Caravans, the company rebranded to Salop Leisure to reflect its expanded product range and is celebrating its 60th anniversary in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Touring Caravans

Quantifiable outcome

• 12% increase in lead generation at major trade events
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators10 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Swift Group: UK's largest caravan and motorhome manufacturer and a key supplier to Salop Leisure (which holds Swift Dealer of the Year). Relevant as both upstream supplier and broader category incumbent shaping the dealer ecosystem Salop operates within.
• Bailey of Bristol: Major UK caravan manufacturer whose products (Bailey, Buccaneer) are stocked by Salop Leisure. Comparable as a category incumbent whose pricing, allocation, and product roadmap directly influence Salop's inventory economics.
• Coachman Caravans: Premium UK touring caravan manufacturer (Acadia, Laser, VIP, Lusso ranges) and a key Salop Leisure supplier, voted Best Caravan Manufacturer for Used Touring Caravans 2025. Comparable as a brand-tier incumbent in the premium caravan segment Salop specialises in.

Direct peers

• Dolphin Motorhomes: UK motorhome and campervan specialist dealer with new and used sales, finance, and servicing. Comparable to Salop's motorhome segment and a relevant peer for the Swift dealer relationship that Salop holds.
• SMC Motorhomes: UK motorhome dealer with new and used motorhome sales, finance, and service operations. Comparable in motorhome retail to Salop's campervan and motorhome category, with overlapping Swift franchise exposure.
• Premier Caravans: UK caravan and motorhome dealership offering new and used touring caravans and motorhomes from leading brands with finance and aftersales. Directly comparable product mix and customer profile to Salop's core touring caravan business.
• Brownhills: Large UK caravan, motorhome, and holiday home retailer with multiple sites and a broad OEM portfolio. Comparable scale and product mix to Salop Leisure, including holiday home placements on partner parks.
• Wandahome: UK caravan and motorhome dealer group offering new and used units, finance, and aftersales across multiple locations. Comparable multi-site dealership operating model serving similar family and retiree leisure customer segments.
• Lowdhams: Established Midlands and North England caravan and motorhome dealer with multiple showrooms, finance brokerage, servicing, and storage services. Highly comparable full-service retail model overlapping with Salop's Shrewsbury/Worcester catchment.
• Glossop Caravans: One of the UK's largest caravan and motorhome retailers with multiple showrooms selling new and used touring caravans, motorhomes, and holiday homes from the same OEM brands (Swift, Coachman, Bailey). Closely comparable multi-brand dealer model and customer base to Salop Leisure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SalopLeisure
• Facebookfacebook.com/salopleisure
• LinkedInlinkedin.com/company/salop-leisure-ltd-

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salop Leisure