Shoosmiths has advised FRP Advisory in connection with the trading administration of children’s bike manufacturer Frog Bikes and the subsequent sale to Frasers Group, the retail business owned by Mike Ashley.

Published: 1 May 2026

Founded in 2013, Frog Bikes built a strong UK and international presence, selling more than half a million bikes and distributing across more than 50 countries. Like many businesses in the sector, it has faced sustained headwinds including rising costs, tighter funding conditions and subdued post‑pandemic consumer demand.

Shoosmiths’ Corporate Restructuring & Advisory team advised on the administration process, working closely with management and the appointed administrators.

The Shoosmiths engagement was delivered by Legal Director Tom Swain with support from, Legal Director Charlotte Duce, Senior Associate Aadil Qureshi and Senior Associate Louise Snipe.

The sales process was run by FRP Advisory.

James Keates, Head of Shoosmiths’ Corporate Restructuring and Advisory Team, commented: “Frog Bikes is a well-known and much-loved brand, and this has been a sensitive and fast-moving situation. Our focus has been on supporting the business and its stakeholders through a challenging period, helping to protect value and create the best possible platform for a positive outcome.”

This mandate adds to Shoosmiths’ extensive experience advising on high-profile administrations involving consumer brands, including Pizza Hut UK, Bodycare and Wilko, and highlights the firm’s ability to support clients through complex restructuring and distressed situations.