Leading British Children's Bike Brand Sold to Sports Direct Owners After Entering Administration

Leading British children's bike brand sold to Sports Direct owners after entering administration

Mike Ashley's Frasers Group strikes deal to buy brand

Frog Bikes has been sold to Mike Ashley's Frasers Group

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 …

Frasers Group snaps up children’s cycle brand Frog Bikes from administration

Frasers Group has acquired children’s cycle brand Frog Bikes after the business fell into administration earlier this year. The Sports Direct owner, controlled by retail tycoon Mike Ashley, struck a deal for the brand following a sales process run by administrators at FRP Advisory, according to Sky News. The value of the transaction has not been disclosed, but the deal is understood to have completed in recent days after attracting interest from…