Hey Herd. You Goats sit at the centre of everything we do, and it’s important to us that you always feel like you’re along for the ride. So there’s some exciting developments unfolding here at Stolen Goat HQ that we wanted to fill you in on!

We’re delighted to announce that we’re expanding our Herd, following the successful acquisition of VeloVixen and Wildcat. Sitting alongside Stolen Goat under our newly formed parent company – The Herd Group Holdings – the addition of these incredible brands gives us the opportunity to grow, elevate these platforms and take what we can offer our community of adventure-lovers to the next level.

Three exciting brands, in one big goat shed: Introducing ‘The Herd Group Holdings’

Led by our very own CEO and Founder, Tim Bland, The Herd Group Holdings has been created as the parent company for Stolen Goat, VeloVixen and Wildcat. Separately, these brands offer adventure-ready sports apparel, women’s specific cycling kit and bikepacking gear. Together, they feed into our mission of empowering more people to get out there and do what they love.

By creating The Herd Group and bringing all of these online brands under one roof, we can manage all operations – such as customer services, marketing, product design, logistics and warehousing – all from one headquarters. This means we can work cohesively, efficiently and level up the offering of each individual brand.

Alongside Stolen Goat, Wildcat and VeloVixen, also sitting within The Herd Group is our own marketing agency called Bleat Creative – led by Stolen Goat’s Head of Marketing Scott McKay, who brings over 25 years’ experience (both agency and client side) to the business. Bleat will be managing all of these internal brands, while also offering our unique in-house skill set to other small businesses in the sports industry who need help with their marketing efforts – no matter how big or small.

Continuing the VeloVixen legacy…

At the start of 2023, it was sadly announced that VeloVixen would be going into liquidation. Stolen Goat has worked very closely with VeloVixen over the last 6 years – both as a third-party brand stocked on the site, but also as the designer/manufacturer of the VeloVixen own brand collections.

Here at Stolen Goat, we’ve seen first-hand the passion and dedication that Phil, Liz and the whole team behind VeloVixen have put into creating a women’s-only cycling apparel platform. With our history, and as a fellow small business who started our journey at a similar time, the news of VeloVixen’s entry into liquidation was devastating. They pioneered a niche by creating a women’s-only cycling platform – something that no major player has even dared to attempt. They created an important space for women’s cycling kit, daring to do so when (even now) the women’s cycling market is still sadly far smaller than the men’s. Not only this, but VeloVixen went beyond simply being a brand or a retailer: they created a vital, and vibrant, community providing a supportive and inspiring space for women in cycling.

This platform and this community was far too strong, and far too important to simply let fade away. Which is why The Herd Group Holdings has successfully acquired the VeloVixen brand – so we can keep the platform going and take it forward into its next chapter. We’re working hard behind the scenes to get everything back up and running and we’re excited to see what the future holds for VeloVixen. Watch this space!

The cat is out of the bag: Welcoming Wildcat into The Herd

If the VeloVixen news wasn’t enough excitement for one day, hold on to your cycling caps because there’s more! We’re pleased to announce The Herd Group will also be taking over Wildcat – a UK brand who create bike packing bags and accessories.

Wildcat has been established for over 10 years, with a loyal customer base and an exceptional line of bike packing bags and accessories proudly made in Britain. For us, it’s a natural fit to bring Wildcat into our Herd – especially as Stolen Goat has been branching further into the gravel and mountain bike scene. Being able to operate both brands side by side gives us the perfect opportunity to inspire and empower people to escape the everyday routine and Adventure More.

Our vision for Wildcat is to make it the epicentre of all things adventure travel-related: bikepacking, camping, hiking… a huge range of outdoor adventure activities are on the agenda in the long-term. We’ll be bringing both third-party and in-house products to the growing Wildcat community, and we’re looking forward to taking this exciting brand to the next level.

There’ll be further updates to come, but for now check out the Wildcat website to learn more about the awesome bikepacking gear they have to offer.

Bringing our community along for the ride

That might all sound like a lot of changes – but rest assured, the Stolen Goat that you know and love will absolutely still be here for you… in fact, we are – as ever – hard at work on bringing you more of the awesome kit you love so you can keep those adventures coming. This expansion just allows us to grow, to move forward and to really enhance what we can bring to you Goats. The adventure continues!

It’s an exciting time, so stay tuned for news coming very soon on how you can become a part of our next chapter.