Shufl announces European brand expansion

SHUFL, a dedicated shuffleboard brand, has revealed European expansion plans in response to increased global demand for competitive socialising.
Working with on-trade retailers in the UK and several European markets to implement authentic social gaming into their everyday offer, SHUFL helps pubs and bars compete with the rise of competitive socialising specialists such as Flight Club and Swingers.
SHUFL European marketing manager, Samantha Catford said: “Pre-Covid-19, we were experiencing unprecedented demand for competitive socialising and experiential leisure activities globally. Post-lockdown, this trend is set to continue as the consumer looks for authentic, non-digital ways to relieve stress and anxiety in the new normal. Bringing inclusive, fun and memorable social gaming to leisure destinations, SHUFL is ideally placed on so many levels to satisfy the experience-hungry consumer.
“Our European brand expansion programme will enable us to continue to grow as an integral brand meeting the demands of contemporary culture, both in offices to help boost employee wellbeing and in pubs and bars, supporting our venues with bespoke commercial solutions and developing player communities.”
SHUFL’s Norwegian parent company, European Shuffleboard, the number one premium shuffleboard supplier in Europe serving Norway, Sweden and Denmark, has re-branded as SHUFL. Operating under the SHUFL brand will align these markets with all existing and new markets going forward. There will be no changes to European Shuffleboard’s premium-quality curved shuffleboard tables or the local teams, but rather the re-branding will bring unrivalled venue support with new digital resources, local SHUFL ambassadors and an increased focus on building player communities around events and tournaments.
The SHUFL brand is also expanding into new European markets, Germany and Switzerland, and will continue to grow its presence in the UK and internationally, in Australia.

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