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'There is no ceiling to innovation' — Target boss on £599.95 Elysians, Luke Littler’s rise, and Premier League call for Josh Rock

Originally posted on Dartsnews.com | Last updated Sep 24, 2025 9:23 AM ET

In the heart of Manchester, Target Darts recently unveiled its brand-new 2025 collection. In an impressive pop-up store, the manufacturer once again showed why it has long been regarded as one of the most innovative names in the sport. Managing Director Garry Plummer, better known as “Mr Target,” spoke with pride about the company’s growth, the innovations that have defined its journey, and the achievements of its players.

When Plummer began his “Target mission” years ago, he could never have imagined how far it would grow. “No way did I think it was going to be like this,” Plummer told Online Darts. “The boys told me, ‘Look, we’re going to do a pop-up shop.’ And I’m thinking, a little shop, cram some gear in, sell a few bits, that’ll be great. Then they sent me a picture of the sign going up outside and I thought, ‘Oh my god, this is massive.’ It’s absolutely thrilling. Brilliant job.”

The Manchester launch became a celebration of innovation, experience and community. Plummer stressed how proud he is of these annual showcases. “Really proud. Proud of my players, proud of the team. They all enjoy it, they all come here and get on well with each other, and they have a great time. It’s always fun.”

The Elysians return

One of Target’s most talked-about ranges has been the exclusive Elysian series. Last year looked like the end for the line, but to many people’s surprise, it returned in 2025 with the Elysian Archetype 43, a 95% tungsten steel tip set that retails for a staggering £599.95.

“It was over for the main line, then they came up with Archetype,” said Plummer. “And you ask, what are we going to do next? We’ve got to have something. We’ve got to keep leading, keep showing people what we’re about. It’s about the future, and that’s been really exciting. People said, ‘You’ve brought out a screwdriver.’ At first I thought, really? But it’s about how it’s made. What’s the technology? What can we take from that into the next generation of darts? That’s what it’s all about.”

Target has built a reputation on ground-breaking ideas such as Pixel Grip, Swiss Point and numerous high-end barrel designs. So where does it end? “I don’t think there is a ceiling,” Plummer explained. “As much as we can come up with and dream about, we can create. We’re creating dreams through different designs, different manufacturing techniques. We’re constantly investing. Our factory in China is 200,000 square feet with the latest technology. We’re always bringing new tech into that factory, and it feeds directly into the darts.”

Proud of the new tour board

Another key project has been the development of a premium dartboard, something Plummer admits Target struggled to perfect in the past. “Really proud,” he said. “My team in China spent a lot of time getting it right. We needed to compete, and now we can. It’s got Madagascan sisal in it, it’s been properly tested. We did a big 24-hour charity day on it, never rotated the board, threw thousands of darts, and it stood up brilliantly. It’s a great board, looks fantastic, and performs too. That’s the dream.”

Would it one day be seen on a PDC stage? “I think it will happen,” Plummer replied. “But you know what I love? I watch online and see people using it in their homes. They can rotate it, it looks good on camera, and it performs every time. That’s been a big success. It’s very usable.”

Players in top form

Target can also boast an impressive roster, from experienced names like Stephen Bunting to the sport’s brightest young star, Luke Littler.

“Luke’s been amazing,” Plummer said. “He just keeps winning. But you’ve also got Josh, who’s been playing brilliantly, Stephen Bunting too. All the players are going well. Josh especially has come on massively. That match against Luke at the Matchplay was incredible. Thrilling to watch those two boys go at it. I really hope Josh makes the Premier League, seeing him every week out there would be great.”

On Rock’s Premier League chances, Plummer was unequivocal: “He’s in my eight. As long as he keeps playing the way he is at the back end of this year, why wouldn’t you? He’s ticked every box. Such a good watch, plays with his heart on his sleeve, thrilling to watch. The contrast between him and Luke when they play is brilliant.”

Plummer the darts fan

Beyond business, Plummer is still very much a darts fan. That came across when asked about Michael van Gerwen. “Of course. We all want Michael back playing well. We want all the top players at their best. He’s been through some tough times, and I’ve spoken to him through them. But he’s shown the quality he’s got by coming out the other side. Let’s see what he does now.”

For Plummer, standing still is not an option. “We’re creating dreams,” he summed up. “As much as we can dream about, we can make. There is simply no ceiling.”

What began as one man’s vision has grown into a global brand helping to shape the sport. With new products, cutting-edge technology and a world-class player stable, Target continues to push the boundaries. Whether it’s exclusive darts, durable boards or the exploits of Littler and Rock, Plummer’s ambition is clear: innovation never stops.