> Redundancies at Frog Bikes after popular children\u2019s bike brand files to appoint administrators<\/a><\/p>\n The brand, like much of the bike industry, enjoyed a boom in demand during the pandemic but subsequently blamed Brexit and rising employment costs for their financial difficulty, despite at one point being touted by the Conservative government<\/a> as a post-Brexit success story. At the time of the administration filing, the Frog Bikes said it was seeking \u201ca strategic investment partner aligned with the long-term vision and values of the brand.\u201d<\/p>\n Sky News\u2019 Mark Kleinman reports<\/a> that Frog Bikes\u2019 administrators have set a deadline of tomorrow (Thursday 19th March) for final bids to be tabled and that Frasers Group is among them, although a spokesperson for the group declined to comment.<\/p>\n The move would not be the first foray into the British cycling industry for Ashley, best known for his Sports Direct brand and his former ownership of Newcastle United Football Club. Frasers Group acquired Evans Cycles in 2018, and purchased Wiggle Chain Reaction Cycles in 2024.<\/p>\n The proposed acquisition would also give Frasers Group another in-house cycling brand, joining the likes of Pinnacle and Vitus which were Evans and Wiggle CRC\u2019s own product lines prior to their acquisition. However, the Frog Bikes bid, if successful, would likely result in large-scale job losses among the brand\u2019s remaining employees.<\/p>\n![\"2025-Frog-Road-67-top-tube-detail.jpg\"\/](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/03\/2025-Frog-Road-67-top-tube-detail-1024x683.jpg\")
2025-Frog-Road-67-top-tube-detail.jpg (Image Credit: Farrelly Atkinson)<\/p>\n