Frog Bikes, a beloved British children’s bike manufacturer, has reportedly been sold to the owner of Sports Direct after it entered administration last month.
According to Sky News, the deal was completed with Mike Ashley’s Frasers Group in the last few days, but it is not known how much it cost. The company has also bought Evans Cycles and Wiggle Chain Reaction Cycles in the last decade.
Frog Bikes filed a notice of intention to appoint administrators in early February, in a move described as “precautionary” by co-founder Jerry Lawson at the time. It then went on to appoint FRP Advisory on 19 February.
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An email sent to suppliers, seen by BikeBiz, read: “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.”
Following the Covid pandemic, Frog Bikes made a £250,000 pre-tax profit, but slumped to losses of £500,000 in the year to February 2022. At the time, the directors cited the “continuing friction” caused by Brexit, a factor they noted again the following year, when the company halved its losses.
Frog Bikes’ most recently published accounts, however, which cover the year to the end of February 2024, showed a return to profit of £200,000. The company’s latest accounts, for the year to the end of February 2025, are currently overdue on Companies House.
In a statement shared with Cycling Weekly in February, co-founder Jerry Lawson said there was still demand for Frog Bikes’ products. “The business remains the clear market leader in premium children’s bikes in the UK and continues to be trusted by parents and loved by children,” he said.
