Tandem Group

What Tandem Group does

Tandem Group plc is a UK-based public company listed on the London Stock Exchange's AIM market (ticker: TND) that operates as a vertically integrated designer, developer, distributor, and retailer of sports, leisure, and mobility products. Headquartered in Birmingham with operational support from a wholly-owned Hong Kong subsidiary (MV Sports (Hong Kong) Limited) that manages Far East supplier audits and sourcing, the company oversees the full product lifecycle from Asian manufacturing through UK distribution and direct-to-consumer e-commerce. It serves two primary customer bases: B2B retailers and wholesalers (independent bicycle retailers, toy and sports retailers, garden centres) and direct-to-consumer end users via owned e-commerce brands including Jack Stonehouse, Pro Rider Mobility, and Electric Life.

The product portfolio is organized around multiple sub-brands spanning bicycles (Claud Butler, Dawes Cycles, Squish Bikes, British Eagle, Pulse Parts), sports and leisure (MV Sports, Ben Sayers, Hedstrom), and mobility products, combining owned heritage brands with licensed branded products. Recent strategic emphasis has been on premium licensing partnerships — including K-Pop Demon Hunters (Netflix), Aston Martin, Roblox's Steal a Brainrot, and SEGA Sonic — and on the addition of premium bicycle brands Brompton, Amflow, and Trek to the retail portfolio. The bikes division grew 37% to £10.1 million in FY2025, driven by electric bike ranges and the Sir Chris Hoy children's bicycle collaboration.

Revenue is generated through hardware sales across multiple categories and licensing royalties. FY2025 revenue reached £26.1-26.2 million (versus £24.6 million in the prior year), with pre-tax profit of £692,000 (versus £510,000) and net debt reduced from £4.3 million to £1.9 million. Distribution channels include UK wholesale to independent retailers, pan-European licensing distribution covering the UK, Ireland, continental Europe, and the Middle East, and direct-to-consumer e-commerce. The May 2026 trading update indicated mixed segment performance with bikes up 8%, home and garden up 37%, but toys/sports/leisure down 17%.

Name

Tandem Group

Legal name

Tandem Group plc

Website

https://tandemgroupplc.co.uk

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Tandem Group plc is a UK-based AIM-listed designer, developer, distributor, and retailer of sports, leisure, and mobility products, operating multiple heritage sub-brands (Claud Butler, Dawes Cycles, MV Sports) plus direct-to-consumer e-commerce brands and licensed product lines.

Ownership category

akta.pro rank

Product category

Sporting Goods & Leisure Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (45912)

SIC

Sporting & Athletic Goods, Nec (3949), Motorcycles, Bicycles & Parts (3751), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Sporting goods distribution
• Bicycle brand portfolio
• Licensed leisure products
• Mobility equipment retail
• Consumer products wholesale

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Product Sales - Bicycles: Sale of bicycles including electric bikes, children's bikes, and branded bike ranges. The bikes division delivered £10.1 million in sales in 2025, representing 37% growth driven by new electric bike ranges, Sir Chris Hoy children's collaboration, and addition of Brompton, Amflow and Trek to portfolio.
2. Product Sales - Toys, Sports and Leisure: Sale of toys, sports and leisure equipment under owned brands (MV Sports, Hedstrom) and licensed properties. This segment was down 17% in the trading period ending May 2026.
3. Licensed Product Royalties: Revenue from licensing branded products including K-Pop Demon Hunters (Netflix collaboration), Aston Martin, Roblox Steal a Brainrot, and SEGA Sonic. The company secured its first pan-European license agreement for K-Pop Demon Hunters covering UK, Ireland, Europe and Middle East.
4. Home and Garden Products: Sale of home and garden equipment products, which showed strong growth of 37% as of May 2026.
5. Direct to Consumer E-commerce: Sale of mobility and leisure products directly to consumers through Jack Stonehouse, Pro Rider Mobility, and Electric Life brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Tandem Group plc designs, develops, distributes and retails sports, leisure and mobility products through a portfolio of owned brands (Claud Butler, Dawes Cycles, Squish, British Eagle, MV Sports, Hedstrom, Ben Sayers, Pulse Parts) and direct-to-consumer e-commerce brands (Jack Stonehouse, Pro Rider Mobility, Electric Life). The company also distributes licensed branded products featuring properties such as Sir Chris Hoy, K-Pop Demon Hunters, Aston Martin, SEGA Sonic and Roblox Steal a Brainrot across the UK, Ireland, Europe and the Middle East.

Product overview

Tandem Group plc is a designer, developer, distributor, and retailer of sports, leisure, and mobility products. The company operates multiple sub-brands across cycling (Claud Butler, Dawes Cycles, Squish Bikes, British Eagle, Pulse Parts), sports and leisure (MV Sports & Leisure, Ben Sayers, Hedstrom), and direct-to-consumer mobility brands (Jack Stonehouse, Pro Rider Mobility, Electric Life). The portfolio includes licensed products from KPop Demon Hunters, Aston Martin, Roblox, and SEGA Sonic.

Differentiator

Problem solved

Functional benefit

Products and services

• Claud Butler Bicycles

Quantifiable outcome

• Bikes division delivered £10.1 million in sales, 37% growth, driven by electric bike ranges and Sir Chris Hoy children's collaboration
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• BromptoncoreChannel Partner/ Reseller/ Distributor · 25 March 2024British folding bicycle manufacturer added to Tandem Group Cycles retail portfolio, expanding the range of premium bicycle brands offered.
• AmflowminorChannel Partner/ Reseller/ Distributor · 25 March 2024Electric mountain bike brand added to Tandem Group Cycles retail portfolio.
• TrekcoreChannel Partner/ Reseller/ Distributor · 25 March 2024Major US bicycle manufacturer added to Tandem Group Cycles retail portfolio, expanding brand offering.
• Cooper Parry Group LimitedminorOthersExternal auditors providing audit services to Tandem Group plc. Located at Sky View, Agosy Road, East Midlands Airport, Castle Donington, Derby.
• Cavendish Capital Markets LimitedcoreOthersNominated Adviser and Broker for Tandem Group plc on the London Stock Exchange AIM market. Located at One Bartholomew Close, London EC1A 7BL.
• MUFG Corporate MarketsminorOthersRegistrar services provider for Tandem Group plc shareholder services. Located at Central Square, 29 Wellington Street, Leeds, LS1 4DL.
• ShoosmithsminorOthersSolicitors for Tandem Group plc. Located at 7th Floor, 125 Colmore Road, Birmingham B3 3SH.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Smyths Toys: Major UK and European toy retailer. A channel customer for Tandem's toys business and a competitor for shelf space, particularly on licensed character products.
• Decathlon UK: Global sporting goods retailer with a growing UK store and online footprint. Faces Tandem's wholesale customers and competes across multiple categories (bikes, sports, leisure) but at significantly larger scale.
• Trek Bicycle Corporation: Major US bicycle manufacturer with UK distribution. Both a brand partner (Tandem distributes Trek in the UK) and an indirect competitor through IBD channel overlap.
• Frasers Group (Sports Direct): Major UK sporting goods and apparel retailer. Competes with Tandem's toys/sports leisure segment at the mass-market end and through licensed products, though with a far larger footprint and brand portfolio.

Direct peers

• Hornby plc: AIM-listed UK designer and distributor of toys, games, and hobby products. Comparable in scale, channel mix, and listed-company structure to Tandem's toys and leisure segment.
• Wiggle (Signa Sports United): Online cycling and tri-sports retailer with strong UK presence. Overlaps with Tandem's cycling distribution and DTC e-commerce channels, particularly in bike parts and accessories.
• Halfords Group plc: UK-listed retailer of bicycles, e-bikes, motoring products, and leisure equipment. Aligned customer base, channel mix (IBD wholesale + DTC), and product portfolio, making it the closest publicly traded comparable to Tandem's bike-focused business.
• Raleigh UK: Heritage UK bicycle manufacturer and distributor. Directly comparable in product range, IBD channel structure, and historic UK cycling market positioning.
• The Character Group plc: AIM-listed UK designer, developer, and distributor of toys, games, and licensed products. Highly comparable to Tandem's MV Sports/Hedstrom toys and licensed wheeled goods business in both model and scale.
• Pure Electric Limited: UK and European retailer of e-bikes and e-scooters. Tandem's CEO Peter Kimberley was previously CEO here, and the products overlap directly with Tandem's Pro Rider Mobility, Electric Life, and Amflow e-bike ranges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

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• Facebookfacebook.com/tandemgroupplc
• LinkedInlinkedin.com/company/tandem-group-plc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tandem Group