SHIREBROOK, England (BRAIN) — Frasers Group acquired financially struggling kids' brand Frog Bikes and will be sold through Evans Cycles.
"The acquisition of Frog Bikes, one of the UK's leading children's bicycle brands, marks an important step for Evans Cycles as we continue to strengthen our product offering and reinforce our position as the go-to destination for riders of all ages," said Robert Bentley, Evans Cycles managing director in an email to BRAIN. "Frog is a much-loved brand in the UK, with a growing international presence. Bringing Frog into the Evans Cycles business strengthens our premium children's bike range, while giving the brand the backing, retail expertise, and digital capability of the wider Frasers Group, allowing us to bring the brand to more customers globally."
Frog Bikes was founded in 2013 by husband-and-wife team Jerry Lawson and Shelley Lawson. The acquisition was first reported by Sky News on April 29, which wrote the sale process had been ongoing since March after the brand was mired in administration.
Frasers Group acquired Evans Cycles out of administration in 2018. In 2024, Frasers Group added Wiggle, Chain Reaction Cycles, and mountain bike brand Nukeproof from Signa Sports United. Last year, Belgian Cycling Factory purchased Nukeproof from Frasers Group.
