Littler effect sees darts sales up by 50% - owner

Sales of darts gear have shot up by 50% in the wake of teenage star Luke Littler bursting onto the professional scene, a shop owner says.

Snooker and pool items had taken up about 80% of sales at Cue and Dart World in south Staffordshire, before Littler emerged, but it's now more like 50/50 between those sports and darts, owner Jenny Phillips said.

Littler, 17, was PDC World Championship runner-up in 2024, and later he is set to face Michael van Gerwen in this year's final.

Mrs Phillips, 52, who opened her first shop in Codsall in May 2023, said Littler merchandise was now "very popular among the younger generation".

Local schools said extra-curricular darts was being put on, because the sport helped improve maths skills, she added.

The shop, which went onto open a Shrewsbury store last March, has sponsored a darts tournament involving 32 players at Codsall village hall.

Mrs Phillips, who owns the shops with husband Murray, 51, said: "It's astounding, the things [Luke Littler has] done.

"It means a lot of little children are now getting involved, schools are getting involved, lots of communities are getting involved."

For children, the shop sells a magnetic dartboard, so "you haven't got your steel points going into all the walls", Mrs Phillips said.

"We're seeing children as young as three and four coming in with their parents and they're loving it," she added.

Littler merchandise includes his name on a box of darts of the same type that he uses and also a dartboard for children.

A lot of customers are also "getting the full set ups" - darts, dartboard, mat, and a board surround that protects the walls, Mrs Phillips said.

Mr Phillips had previously run a snooker and pool hall and the shop had concentrated on those sports initially, with only a small darts section.

Mrs Phillips said: "[But] as time has gone on, we've had a lot more people wanting darts."

Customers can also buy the oche, the line behind which players stand, and a laser beam can also be used for the same function.

Mrs Phillips said they always intended to open the second store and there are plans to expand further.

"Watch this space," she added.

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