Frog Bikes has started making redundancies despite declaring two weeks ago that it was “committed to securing a positive outcome” for its employees.
The British children’s bike brand confirmed it had filed to appoint administrators two weeks ago due to “tighter financial markets and reduced access to funding [making] it increasingly difficult for growing manufacturing businesses to secure the requisite working capital”. The company also cited Brexit and difficulties adjusting to post-pandemic “supply chain disruption”.
> Frog Bikes files to appoint administrators amid “series of significant challenges”
Redundancy announcements have started to appear on LinkedIn. Former Head of Marketing Val Benyon wrote: “Following the recent announcement regarding Frog Bikes going into administration and my redundancy today, I am actively seeking new opportunities. After 12 years of building the brand and business I am immensely proud of, this is a difficult day.”
International Growth Executive Anthony Daude was also affected, writing that “my time at frogbikes has come to an end.
I’m seeking a new role and would appreciate your support. If you hear of any opportunities, please send me a message or comment below.”
International Sales Manager David Hemming meanwhile wrote that he would “like to thank the guys at the COREbike Trade Show for the invite to come up and catch up with people as they found out I was made redundant yesterday.”
The redundancies imply that the company, headquartered in Ascot with a factory in Pontypool, has still “not yet been able to secure a strategic investment partner aligned with the long-term vision and values of the brand” as was announced a fortnight ago. At the time the administration filing was confirmed, Frog Bikes said the move “offers short-term protection to allow the business to explore potential funding and restructuring solutions in an orderly manner.”
Like much of the bike industry, Frog Bikes experienced a boom in demand during the coronavirus pandemic. However, the company has also had an on and off relationship with Brexit and its impact on the business. In 2021, Frog co-founders Jerry and Shelley Lawson said that leaving the European Union had cost the business £250,000 in two months.
However, two years later, the company gave their backing to the Conservative government’s post-Brexit free trade agreements, specifically the opened-up export markets to Australia, New Zealand and Japan. In turn, the Department for Business and Trade described Frog Bikes as a post-Brexit “success story”. That announcement arrived in the same year the company accounts showed losses of £500,000, with Brexit “friction” blamed for the company’s downturn. According to Companies House, the business’ latest set of accounts, to February 2025, are due later this week.
1 thought on “Redundancies at Frog Bikes after popular children’s bike brand files to appoint administrators”
Really sad to see. All three of my kids used 2 Frog bikes to learn and develop. Well sized and spaced. I passed them to another family who are still riding them