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Wiggle
What Does Wiggle Do?
Wiggle was a major UK-based online retailer specializing in cycle, run, swim, and triathlon (tri-sports) products, serving customers globally. Founded in 1999, it grew significantly, later merging with Chain Reaction Cycles to form WiggleCRC. The company offered a wide range of sporting equipment, apparel, and accessories from well-known brands as well as its own in-house brands like dhb and Vitus Bikes. In late 2023, WiggleCRC entered administration. In March 2024, the Wiggle brand and intellectual property were acquired by Frasers Group. Operations under new ownership are expected to be relaunched.
Where Is Wiggle's Headquarters?
HQ Function
Historically, this facility housed WiggleCRC's core operations including e-commerce management, marketing, customer service, buying, and administrative functions.
Notable Features:
Located in Lakeside North Harbour, a modern business park with good transport links and amenities. The office was designed to support a dynamic e-commerce operation.
Work Culture:
Prior to administration, Wiggle fostered a culture passionate about sports, particularly cycling and tri-sports. Employees often shared an enthusiasm for the products and activities the company catered to, with an emphasis on a fast-paced, digitally-focused environment.
HQ Significance:
This headquarters was central to WiggleCRC's position as one of the world's largest online retailers for cycling and tri-sports, coordinating its global reach and extensive product portfolio.
Values Reflected in HQ: The headquarters likely aimed to reflect values such as efficiency in e-commerce, passion for sports, and a customer-focused approach to online retail.
Location:
Historically, Wiggle operated as a global e-commerce retailer, shipping to over 70 countries. They supported this with multiple localized websites catering to key international markets such as Australia, Japan, France, Germany, Spain, and the USA. Functions supported globally included multi-currency transactions, localized marketing, international shipping and logistics, and customer service in various languages. Their in-house brands, dhb and Vitus, also had a global reach through their platform.
Street Address:
1000 Lakeside North Harbour, Western Road
City:
Portsmouth
State/Province:
Hampshire
Country:
United Kingdom
Where Else Does Wiggle Operate Around the World?
Belfast, Northern Ireland, UK
Address: Kilbride Rd, Doagh, Ballyclare, BT39 0QA, UK (Chain Reaction Cycles)
Served as a critical hub for the Chain Reaction Cycles arm of WiggleCRC, leveraging its established presence and expertise in the cycling market, particularly in Ireland and for certain international segments.
Bilston, West Midlands, UK
Address: Citadel, Ward Street, Bilston, WV14 0QR, UK
Acted as the logistical backbone for WiggleCRC's extensive online retail operations, ensuring timely dispatch of goods to customers worldwide.
Buying Intent Signals for Wiggle
Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.
Who's Leading Wiggle? Meet the Executive Team
As of April 2025, Wiggle' leadership includes:
Who's Investing in Wiggle?
Wiggle has been backed by several prominent investors over the years, including:
What Leadership Changes Has Wiggle Seen Recently?
WiggleCRC and its parent company Signa Sports United (SSU) experienced significant leadership changes and financial distress leading up to WiggleCRC's administration in October 2023 and subsequent asset acquisition by Frasers Group in March 2024. Most executive roles at WiggleCRC effectively ceased with the administration.
Departures
New Appointments:
What Technology (Tech Stack) Is Used byWiggle?
Discover the tools Wiggle uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Wiggle Email Formats and Examples
Common email formats for companies like Wiggle, prior to its administration, often utilized combinations of first name, last name, and initial. The relevance of these formats may change under new ownership.
Historically, common patterns included [first].[last]@wiggle.co.uk or [first_initial][last]@wiggle.co.uk
Format
john.doe@wiggle.co.uk
Example
60%
Success rate
What's the Latest News About Wiggle?
BBC News • March 7, 2024
Wiggle: Mike Ashley's Frasers Group buys cycling firm
Mike Ashley's Frasers Group has bought the brand and intellectual property of collapsed online bike retailer Wiggle and Chain Reaction Cycles. The deal for Wiggle, which went into administration in October, is reportedly for less than £10m. Frasers Group said it was 'pleased to have acquired the names and IP of Wiggle and Chain Reaction'....more
The Guardian • October 26, 2023
WiggleCRC, owner of Chain Reaction Cycles, goes into administration
WiggleCRC, the online cycling and multi-sport specialist, has gone into administration, putting 447 jobs at risk. The move comes after its German parent company, Signa Sports United (SSU), suffered severe liquidity problems and delisted from the New York Stock Exchange....more
Cycling Weekly • October 20, 2023
WiggleCRC's parent company Signa Sports United to be delisted from New York Stock Exchange as financial woes continue
Signa Sports United (SSU NV), the parent company of WiggleCRC, is set to be delisted from the New York Stock Exchange (NYSE) following the termination of a €150 million funding agreement by its own parent company, Signa Holding GmbH....more
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