After falling into administration earlier this year, Sky News has reported that Mike Ashley’s Frasers Group has bought the Frog Bikes brand for an undisclosed fee. Frog Bikes is not the first cycling brand the group has bought, with Evans Cycles also falling under the Frasers Group ownership in 2018.
Frog Bikes was founded in 2013, by husband and wife Shelley and Jerry Lawson, in Pontypool, Wales. The news comes weeks after the brand let go the majority of its employees. In an email sent to suppliers, Frog Bikes says the intellectual property and brand and bike stock have all been sold to a new owner, now identified as Frasers.
Sadly, the brand has been unable to secure financial means to continue manufacturing within the UK. The email also said:
“It is, of course, disappointing that we were unable to find an investor to take on the factory and continue operations as they were. However, we are pleased to have found a buyer who sees value in the brand and intends to take it forward.
“At this stage, we do not yet have full visibility of the plans or how Frog Bikes will be represented across different markets. As we learn more, we will share updates with you.”
Frog Bikes has been a staple of the kids’ bike market for the last 13 years, with the brand’s aim to “reimagine the children’s bike to fit young riders perfectly, not just scaled-down adult bikes.”
BikeBiz will update the story if and when there are new developments.