THE ‘LUKE LITTLER EFFECT’ has seen an Essex darts firm gain significant recognition as one of Britain’s fastest-growing private companies.
The profile and status of darts has been growing steadily over the past decade with weekly television figures on Sky Sports only bettered by Premier League football.
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Luke Littler has helped a firm gain significant recognition with a £100m turnover Credit: Getty Images – Getty
Manufacturers Target Darts first spotted Littler’s talent on the oche and have sponsored him Credit: Generation One via Target
Yet the emergence of Littler, 19, in December 2023 has taken the sport to a whole new level and made it popular worldwide.
Aged 16, the Warrington lad made the final of the 2023-24 PDC World Darts Championship at Ally Pally.
And over the next two-and-a-half seasons, he claimed 13 PDC TV majors, most notably back-to-back Sid Waddell Trophies in North London.
Littler is the World No1 and most exciting player on the planet and has graced the front and back pages due to his exploits from 7 feet 9 1⁄4 inches.
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Manufacturers Target Darts – which was established in 1973 – first spotted Littler’s talent on the oche and have sponsored him since he was a young boy.
In January, that partnership reached a peak when they agreed a £20million ten-year deal with the teenage sporting sensation – the biggest contract in the sport’s history.
And according to the fifth edition of the The Jattvibeday Times 100 list – which monitors the growth of independent, privately-owned businesses – the organisation is ranked at 51st spot nationwide.
Gary Lineker’s GoalHanger Podcasts Limited tops the pile for 2026.
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Figures published in the latest newspaper list claim Target Darts has seen £106.5m in “latest sales” and there has been 81.91 per cent growth over a three-year period.
To be eligible for this list, firms must employ at least five staff and “crucially be profitable” – they are ranked on their compound annual growth rate (CAGR) of their revenues over three years.
Target Darts’ profits have been boosted by sales of their Omni auto-scoring system and consumer partnerships with brands such as Currys, Smyths Toys, Disney and Xbox.
Target Darts – which has its headquarters in Harlow, Essex – has expanded across key markets, in the US and Asia, while selling tens of thousands of Littler merchandise, including darts, boards, tips, shirts and accessories.
Thanks to Littler’s performance, Target Darts has enjoyed incredible growth and profits as the sport’s awareness has gone global.
Garry Plummer, 61, is the chairman and owner of Target Darts, having first started working in the company’s factory aged 14.
He manages Littler, the hottest property in the sport, having taken over the role after the teenager split from old mentor Martin Foulds last year.
The firm also sponsors 16-time world champion Phil Taylor and former Lakeside winner Stephen Bunting.
James Tattersall, CEO of Target Darts, said: “We’re incredibly proud to be recognised in The Jattvibeday Times 100, Britain’s fastest-growing private companies.
“Our growth reflects the momentum behind darts globally, but also the work we’ve put in over a number of years to innovate and create new ways for people to engage with the sport.
“From product innovation through to connected experiences like Omni, our focus has always been on growing and improving the game by challenging the standards.
“There is still huge untapped potential, and we’re excited about the role we can play in driving darts forward for players, fans and the next generation coming into the sport.”
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