Frog Bikes’ overseas demand “more than double” on next years’ books

Frog Bikes has announced a significant growth in export sales, prompting the Welsh children’s bike maker to increase its headcount by “more than a third” going into 2022.

With help from the Welsh Government, the Pontypool business has been able to grow beyond 50 countries exported to, across four continents. Recent additions, including and expanded focus on the USA market, have prompted the next leg up in staff investment, with order books for next year said to be “more than double” current figures.

The 120,000 sq ft factory presently produces around 300 bikes per day, which are put together and shipped by 54 employees, while a further 35 staff work from an office in Ascot.

This team now looks set to grow further with Frog Bikes looking to recruit additional staff across the business, including 15 factory workers and five to ten international reps, to enable it to ramp up production to keep up with this increased demand.

Speaking about the company’s export journey, ‘Chief Frog’ Jerry Lawson said: “Opening our factory in Pontypool was a defining moment for us as it enabled us to be more responsive to the international market and have greater control over the quality of our products, so we are grateful the Welsh Government helped us with this venture.

“Since setting up our manufacturing headquarters in Wales five years ago, we have received a range of support from the Welsh Government through Business Wales, including financial aid to ensure our presence at major international trade shows, grants to recruit more staff, and help identifying potential contacts in new territories, which is really important for us.

“Over the last few years we have attended trade trips funded by the Welsh Government including Sweden, Denmark and Norway all in the same week. Part of our model relies on trusting our resellers and partners to promote our products so it’s essential for us to travel overseas and build relationships with them, as well as to get expert knowledge on their suitability.”

Lawson identifies France, Germany and the USA as “particularly exciting markets” for the brand’s growth, but has also recently added distribution in Slovakia and Greenland. The USA, with its annual 3 million kids’ bike sales, appears to be a priority, however, with Lawson pointing out “three quarters of a million (are sold) in the UK” annually, to give context on the opportunity.

He adds: “Exporting is a fundamental part of our business and has played a key role in our growth over the last few years. The global market for children’s bikes is huge and offers plenty of opportunities for us, which is why we are looking to place even more of a drive on the international side of our business going forward.”

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