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It\u2019s nine years since Mike Ashley\u2019s Frasers Group took a significant step into the cycle market, with the purchase of Tri UK<\/a> and then, one year later, the then struggling Evans Cycles chain<\/a>.<\/p>\n Since then, Ashley\u2019s cycling empire has expanded further with \u2013 in 2024 \u2013 the purchase of Wiggle and Chain Reaction Cycle\u2019s ecommerce sites<\/a>, a move that was \u201cconsistent with our ambition to become the no.1 Sporting Goods retailer in Europe,\u201d a representative said at the time.<\/p>\n Not quite so seismic, (it\u2019s hard to think of a move that would be), Mike Ashley\u2019s Frasers Group has this week reportedly bought the ailing<\/a> Frog Bikes brand (so said SkyNews<\/a>).<\/p>\n Frog appointed administrators earlier this year, after suffering post-pandemic production issues, impacted by supply chain disruption, rising input and logistics costs, and extended lead times. Brexit<\/a> was also cited as a further challenge, adding further complexity, cost and uncertainty to international trade and disruption.<\/p>\n Pundits might find the Frog move an interesting one \u2013 when Wiggle and CRC were purchased, respected brands like Nukeproof, Vitus and DhB were included, but Frasers Group has gone on to let perhaps the most significant of those go, with Belgian Cycling Factory taking on Nukeproof<\/a> just last year, when it joined Eddy Merckx and Ridley. So, Frasers move to acquire a brand might appear to run contradictory to previous thinking. On the other hand, as SkyNews points out, Frasers is building a stake in Puma.<\/p>\n It will be tempting for the aforementioned pundits to draw a line between the on-its-own-terms closure of children-orientated bike brand Islabikes <\/a>and the fate of Frog Bikes \u2013 both respected brands that have dominated the UK kids bikes sector for decades. Things are moving on, with newer brands entering the fray (and established brands like Ridgeback expanding further<\/a> into that space). No doubt Frog Bikes dealers will be wondering how all this will affect them, and surely details will emerge in due course.<\/p>\n One the face of it, the Frog Bikes acquisition is dwarfed by Frasers Group\u2019s previous bike purchases. Maybe it was opportunistic, maybe it\u2019s a measure of Fraser\u2019s expectations for the kids market, maybe it\u2019s a signal of further brand acquisitions ahead. A decade ago, Frasers was at best on the periphery of the bike trade, but roll forward to 2026, the group is integral to the UK bicycle business, and now playing a major role in how the kids bike market plays out.<\/p>\n \u00a0<\/p>\n<\/div>\n