Target Darts
Target Darts (Target Sports Ltd.) is a UK-based darts equipment manufacturer and DTC retailer selling tungsten darts, dartboards, accessories, and the OMNI auto-scoring system to consumer, semi-professional, and professional players worldwide, anchored by world-champion athlete sponsorships.
- Company typePrivate
- Founded2006
- HeadquartersHarlow, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Target Darts does
Target Darts, operating as Target Sports Ltd., is a UK-based manufacturer, retailer, and licensor of darts equipment headquartered in Harlow with 101–250 employees and founded in 2006. Its product portfolio spans steel-tip and soft-tip dart barrels in 11 named ranges (Redux, Hydro, EXO, Bolide, Scope, Rove, Cult, Echo, Vapor8, CRUX, 975 Ultra Marine) at tungsten contents up to 97.5%, alongside dartboards, cabinets, lighting, modular home-setup systems (MOD), clothing, and consumable accessories. Core proprietary technology includes the patented Swiss Point interchangeable tip system, K-Flex and Pro Grip Evo integrated shaft systems, and the OMNI Auto-Scoring System — a camera-based connected dartboard that pairs with the DartCounter iOS/Android app for digital gameplay and analytics.
The business operates a direct-to-consumer e-commerce channel at target-darts.co.uk with free UK mainland delivery over £50, a B2B trade portal, and an approved brick-and-mortar retailer network, accepting Klarna and Clearpay installments. Pricing is one-time unit pricing ranging from £14.95 entry-level brass darts to £299.95+ specialty SKUs such as the Star Wars Mandalorian SP edition, with frequent 20% promotional discounting. Target Darts also runs a wholly-owned Target Japan sub-brand for the APAC market, a Star Wars licensed collaboration with Lucasfilm/Disney, and a Paradarts and Elite 1 development pathway.
The company's go-to-market is anchored by an exceptionally deep professional-athlete sponsorship roster — headlined by the January 2026 signing of World No.1 Luke Littler to a reported $27M, 10-year deal (the largest in darts history), alongside 16-time World Champion Phil Taylor, 5-time World Champion Raymond van Barneveld, and multiple tour players. Marketing is event-driven around the PDC World Darts Championship broadcast, including the 'From Target to Trophy' multi-channel campaign in partnership with Sky Media and All Things Creative Studio. No external funding rounds or parent ownership have been disclosed; the company is privately held.
Target Darts firmographics
Firmographics- Name
- Target Darts
- Legal name
- Target Sports Ltd.
- Website
- https://target-darts.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Target Darts (Target Sports Ltd.) is a UK-based darts equipment manufacturer and DTC retailer selling tungsten darts, dartboards, accessories, and the OMNI auto-scoring system to consumer, semi-professional, and professional players worldwide, anchored by world-champion athlete sponsorships.
- Ownership category
- akta.pro rank
Target Darts industry classification
Industry- Product category
- Dart Equipment
- NAICS
- Cutlery and Handtool Manufacturing (3322), Cutlery and Handtool Manufacturing (33221), Saw Blade and Handtool Manufacturing (332216)
- SIC
- Cutlery, Handtools & General Hardware (3420), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)
- akta.pro secondary industries
- Archery Equipment & Accessories Retail (CRAMAKAB), Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH)
Keywords
Where Target Darts is headquartered
LocationHeadquarters
- HQ city
- Harlow
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Target Darts business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Hardware Sales - Darts: One-time purchase of dart sets ranging from entry-level brass darts (from £14.95) to premium tungsten professional sets (up to £299.95 for specialty editions like Star Wars Mandalorian). Core revenue stream from steel tip and soft tip dart products.
- Hardware Sales - Dartboards and Home Set-up: Dartboards, surrounds, cabinets, lighting systems, and accessories. Products include Tor Dartboard (£69.95), lighting systems (£20.95-£499.95), and complete home set-up bundles.
- Accessories and Replacement Parts: Ongoing sales of flights, shafts, points, wallets, and replacement parts. Items range from £2.40 to £19.95, providing recurring revenue from existing customers maintaining their equipment.
- Clothing and Merchandise: Official playing shirts, bucket hats, and branded merchandise featuring sponsored players like Luke Littler.
- Licensing Royalties - Star Wars Collaboration: Licensed Star Wars branded products including darts, accessories, and home set-up items, generating royalties on sales of Mandalorian, Darth Vader, AT-AT, X-Wing, and Tie Fighter themed products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level darts and accessories for beginners |
| Unit Pricing | Pay-as-you-go | Mid-range tungsten darts and accessories |
| Unit Pricing | Pay-as-you-go | Premium and professional darts |
| Unit Pricing | Pay-as-you-go | Specialty licensed products |
| Unit Pricing | Pay-as-you-go | Home set-up and boards |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Target Darts product offering
Product offeringCore offering
Target Darts manufactures and sells precision-engineered steel-tip and soft-tip darts using high tungsten content (up to 97.5%), along with dartboards, home dart setups, and accessories. Core proprietary offerings include the patented Swiss Point interchangeable tip system, K-Flex integrated shaft/flight system, and the OMNI camera-based auto-scoring dartboard integrated with the DartCounter mobile app. Products are sold direct-to-consumer online, through approved retailers, and via a B2B trade portal, with a dedicated Target Japan sub-brand serving the Japanese market.
Product overview
Target Darts is a darts equipment manufacturer and retailer offering a comprehensive portfolio of dart products. The core offering includes steel-tip and soft-tip darts available in multiple ranges (Redux, Hydro, EXO, Bolide, Scope, Rove, Cult, Echo, Vapor8, CRUX, 975 Ultra Marine) at various price points, featuring tungsten barrels with proprietary grip technologies. The flagship innovation is the OMNI Auto Scoring System—a smart dartboard with integrated camera technology for automatic score tracking, paired with the DartCounter app for online play. Supporting products include the MOD modular home setup system, Swiss Point interchangeable tip system, K-Flex and Pro Grip shaft systems, dartboards (including WDF-certified TOR), lighting solutions, and clothing. The portfolio includes player-endorsed lines (Luke Littler Range) and licensed collaborations (Star Wars Collection), as well as Target Japan sub-brand for the Japanese market.
Differentiator
Problem solved
Functional benefit
Brands
- Target Japan: Specialized darts and accessories line for the Japanese market
- DartCounter
- OMNI Auto Scoring System
- K-Flex
- Swiss Point
- MOD System
Products and services
- OMNI Auto Scoring System Smart dartboard with integrated camera technology that automatically tracks and calculates dart scores during gameplay; pairs with the DartCounter app for online play and statistics. Sold to home players and venues wanting automated scoring.
- VIRT Camera Add-on camera accessory for the OMNI system enabling video capture and advanced dart analytics during play. Sold to OMNI owners wanting deeper performance insights.
- DartCounter App Free mobile application for iOS and Android that provides dart scoring, statistics, and online play functionality. Compatible with the OMNI auto-scoring system and available to darts players globally.
- Steel Tip Darts Traditional steel-tip darts for bristle dartboards, available in multiple named ranges (Redux, Hydro, EXO, Bolide, Scope, Rove, Cult, Echo, Vapor8, CRUX, 975 Ultra Marine) and various tungsten percentages and grip styles. Targeted at all player levels from beginners to professionals.
- Soft Tip Darts Plastic-tip darts for electronic soft-tip dartboards with Pixel Tips technology for optimal balance, available in multiple tungsten compositions and grip options. Sold to home players and Asian-market players who predominantly use electronic boards.
- TOR Dartboard Official World Darts Federation (WDF) certified competition bristle dartboard for serious and competitive players.
- MOD System Modular home dart setup system with interchangeable components including stands, rails, surrounds, and accessories, allowing players to customize their oche configuration. Targeted at home enthusiasts building a dedicated playing space.
- Swiss Point System Patented interchangeable point system allowing players to change point length, style, and colour in seconds using a pocket-sized Swiss Point tool. Compatible exclusively with Target Darts SP barrels, creating a proprietary customization ecosystem for competitive and enthusiast players.
- Corona Vision Lighting System LED dartboard lighting ring providing even illumination around the dartboard for clearer sight lines. Targeted at home players setting up dedicated practice or playing areas.
- Star Wars Licensed Collection Licensed Star Wars-themed darts and accessories featuring Mandalorian, Darth Vader, AT-AT, X-Wing, Tie Fighter, and Millennium Falcon designs, available as special editions priced up to £299.95. Targeted at collectors and Star Wars fans expanding into darts.
- Luke Littler Player Range Player-endorsed collection of darts, accessories, dartboards, and official playing shirts featuring Luke Littler's signature product specifications. Targeted at amateur players wanting equipment used by the world No. 1 professional.
- Target Japan Range Japanese market sub-brand offering precision-crafted dart barrels and accessories with traditional Japanese design aesthetics, sold through dedicated Target Japan channels. Targeted at Japanese soft-tip darts players and the broader Asian market.
- Clothing and Branded Merchandise Official playing shirts, bucket hats, and branded merchandise featuring sponsored professional players. Targeted at fans and players wanting to represent sponsored athletes.
Quantifiable outcome
- World No.1 player Luke Littler signed to largest sponsorship in darts history ($27M over 10 years)
- +1 more outcomes
Companies that use Target Darts
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
Target Darts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Target Darts partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Luke LittlerflagshipLuke Littler, 18-year-old darts phenom and two-time world champion, signed the largest sponsorship deal in darts history with Target Darts - approximately $27 million over 10 years. The deal includes earnings, bonuses, and a percentage of product sales. He is the first athlete managed by Target Darts after ending his previous five-year partnership with ZXF Sports.
- Sky MediacoreSky Media partnered with Target Darts for the multi-channel 'From Target to Trophy' advertising campaign featuring Luke Littler and Star Wars, timed with the PDC World Darts Championship broadcast on Sky Sports.
- All Things Creative StudiominorCreative agency partner for the 'From Target to Trophy' multi-channel advertising campaign development and execution.
- ZXF SportsminorLuke Littler's previous five-year management partnership ended before moving to Target Darts management.
- Star Wars (Lucasfilm/Disney)coreLicensing partnership with Star Wars franchise for branded darts, accessories, and home set-up products including Mandalorian, Darth Vader, AT-AT, X-Wing, and Tie Fighter themed products.
- DartCountercoreOMNI auto-scoring system compatible with DartCounter app (available on iOS App Store and Google Play for Android), enabling automatic score tracking and digital gameplay.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Target Darts competitors and assessment
Company assessmentDirect peers
- Winmau: One of the most established darts equipment brands globally, manufacturing tungsten darts, dartboards, and accessories. Directly comparable to Target Darts in product range, target customer (competitive and amateur players), and tournament sponsorship model.
- Unicorn Darts: Historic UK darts manufacturer with a deep roster of sponsored professional players and a comparable product portfolio across tungsten darts, soft tip darts, and dartboards. Closely aligned with Target Darts in B2B retail distribution and sponsorship-led GTM.
- Red Dragon Darts: Welsh-based darts manufacturer producing tungsten and brass darts, dartboards, and accessories, with a sponsored professional player roster. Directly competes with Target Darts in mid-to-premium tungsten darts and tournament-level visibility.
- Harrows Darts: UK darts manufacturer producing tungsten darts, soft tip darts, flights, and shafts. Overlaps Target Darts on product portfolio (especially accessories) and competes for amateur-to-professional player customers across similar price tiers.
- Designa Darts: Darts equipment brand offering tungsten darts, soft tip darts, and accessories, focused on competitive players and B2B wholesale. Comparable to Target Darts in product mix and channel strategy through retail and trade distributors.
- Cosmo Darts: Japan-based darts manufacturer with a strong Asian market presence in tungsten and soft tip darts. Directly comparable to Target's Target Japan sub-brand in product range, regional focus, and soft-tip category leadership.
- Shot Darts: New Zealand-origin darts brand producing tungsten darts with distinctive barrel designs, targeted at competitive players. Comparable premium-tier positioning, sponsored player roster, and direct-to-consumer distribution approach.
- Bull's Darts: German darts manufacturer offering tungsten darts, soft tip darts, and dartboards with a strong European retail footprint. Comparable to Target Darts in tungsten product range, sponsored-player strategy, and B2B trade distribution.
Emerging players
- L-Style: Manufacturer of darts accessories including flights, shafts, and cases. Partial overlap with Target's K-Flex and Pro Grip shaft lines, competing in the accessory ecosystem that surrounds the core darts product.
Broad incumbents
- Arachnid (Escalade Sports): US-based manufacturer of soft-tip electronic dartboards (e.g., Galaxy G3) under Escalade Sports, with broad consumer distribution. Overlaps with Target's Pixel Tips and soft-tip dart categories at the consumer-electronic-dartboard end of the market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Target Darts social profiles
Digital presenceTarget Darts compliance and trust
Trust signalCompliance1 record
Target Darts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Target Darts leadership team
Management profileNumber of profiles
Target Darts subsidiaries and ownership
Company hierarchySubsidiaries1 record
Target Darts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Target Darts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Target Darts
What does Target Darts do?
Target Darts manufactures and sells precision-engineered steel-tip and soft-tip darts using high tungsten content (up to 97.5%), along with dartboards, home dart setups, and accessories. Core proprietary offerings include the patented Swiss Point interchangeable tip system, K-Flex integrated shaft/flight system, and the OMNI camera-based auto-scoring dartboard integrated with the DartCounter mobile app. Products are sold direct-to-consumer online, through approved retailers, and via a B2B trade portal, with a dedicated Target Japan sub-brand serving the Japanese market.
Is Target Darts a public or private company?
Target Darts is a private company. It is classified as unknown and is currently operating.
When was Target Darts founded?
Target Darts was founded in 2006. It employs 101 to 250 people.
Where is Target Darts based?
Target Darts is headquartered in Harlow, United Kingdom, in the Europe region.
How does Target Darts make money?
Five revenue lines are on record. Hardware Sales - Darts are the primary driver. The others are hardware Sales - Dartboards and Home Set-up, accessories and Replacement Parts, clothing and Merchandise and licensing Royalties - Star Wars Collaboration.
Who are Target Darts's main competitors?
Direct peers on record are Winmau, Unicorn Darts, Red Dragon Darts, Harrows Darts, Designa Darts, Cosmo Darts, Shot Darts and Bull's Darts. L-Style is listed as an emerging player. Arachnid (Escalade Sports) is listed as a broad incumbent.
Does Target Darts have an API?
No public API is recorded for Target Darts.
What industry is Target Darts in?
Target Darts's product category is Dart Equipment. Its primary akta.pro industry code is CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection), with a secondary code of CRAMAKAB, Archery Equipment & Accessories Retail. Its NAICS code is 3322 and its SIC code is 3420.