The business operates from its headquarters in Ascot, Berkshire

A bicycle manufacturer loved by the Prince and Princess of Wales’s family has confirmed it is entering administration.

Frog Bikes, the premium children’s bicycle manufacturer established by husband-and-wife team Jerry and Shelley Lawson in 2013, has entered administration with staff facing redundancy.

The company built its reputation on producing lightweight cycles specifically engineered for young riders, enlisting Olympic bike engineer Dimitris Katsanis to perfect their designs.

The brand gained notable recognition when the Princess of Wales released an image of Prince Louis on one of their bicycles to commemorate his third birthday in 2021.

Brand made world famous by Prince Louis enters administration

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Records published in The Gazette confirm that administrators Anthony John Wright and Alastair Rex Massey from FRP Advisory Trading Limited were appointed on Thursday, February 19.

The company attributed its financial difficulties to a combination of factors, including constrained credit markets and diminished access to capital that made securing necessary working capital increasingly challenging for expanding manufacturers.

Brexit proved particularly costly for the business, with the Lawsons stating in 2021 that departing the European Union had set them back £250,000 within just two months.

By 2023, company accounts showed losses reaching £500,000.

Post-pandemic supply chain disruption also created significant obstacles, with the firm struggling to adapt to the changed commercial landscape that followed the Covid-19 crisis.

Several employees have already lost their positions, with some taking to LinkedIn to describe the situation as “a difficult day”.

According to FRP Advisory, 15 redundancies had been confirmed by early March, from a workforce of 49 people employed when administrators took control.

The business operates from its headquarters in Ascot, Berkshire, alongside a manufacturing facility in Pontypool, south-east Wales.

Frog Bikes was launched as a company in 2013

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The Prince and Princess of Wales accompanied Prince George, Princess Charlotte and Prince Louis in 2024

 | GETTYDespite the administration proceedings, Frog Bikes continues trading, and its website remains operational for purchases, though certain models are now showing as unavailable.

Administrators have indicated they are pursuing a potential sale, with multiple parties already registering their interest in acquiring the business.

One administrator, Anthony Wright, expressed optimism about the company’s prospects, stating: “Frog Bikes is a well-loved brand with an excellent reputation for producing high-quality bikes that are popular with children and families across the country. We’re encouraged by the level of interest we’ve already received from prospective buyers.”

He added: “Our focus now is on continuing to trade the business while we work to identify the best possible outcome for all stakeholders. We would encourage any interested parties to contact us as soon as possible.”

Co-founder Jerry Lawson maintained confidence in the brand’s standing, telling Cycling Weekly in February: “The business remains the clear market leader in premium children’s bikes in the UK and continues to be trusted by parents and loved by children.”