Wiggle

Wiggle is an online retailer specializing in sports equipment for cycling, running, swimming, and triathlons. The company's origins trace back to a local Portsmouth bike shop named Butlers Cycles, which was acquired by Mitch Dall in 1995. Dall, along with Harvey Jones, launched Wiggle as an online retailer in May 1999 with an initial investment of £2,000.

The business model is primarily direct-to-consumer through its e-commerce platform, which offers a wide array of products from various brands alongside its in-house labels like dhb and LifeLine. The company experienced significant growth through international expansion, tailoring its website for multiple languages and currencies. In 2011, private equity firm Bridgepoint Capital acquired Wiggle for £180 million. A major milestone occurred in 2016 when Wiggle merged with its main competitor, Chain Reaction Cycles, to form WiggleCRC. This new entity was later acquired by Signa Sports United (SSU) in 2021.

Facing financial difficulties after its parent company, SSU, withdrew financial support, WiggleCRC entered administration in October 2023. This led to a significant restructuring, with the business pivoting to focus solely on the UK market. In March 2024, the brand and its intellectual property were acquired by Frasers Group for under £10 million, though this deal did not include stock or liabilities and resulted in the redundancy of all staff. The Wiggle and Chain Reaction Cycles websites were subsequently relaunched under the new ownership.

Keywords: online retail, cycling gear, running equipment, swimming apparel, triathlon products, sports e-commerce, dhb, LifeLine, sports equipment, athletic gear, bicycle components, outdoor sports, WiggleCRC, Frasers Group, sporting goods, online sports store, bike accessories, running shoes, triathlon gear, athletic apparel