Wiggle and Chain Reaction Cycles appear to be back in action following the official confirmation that Mike Ashley's Frasers Group had purchased the IP for both retail brands.
The Frasers Group owns several major high-street brands including Evans Cycles and Sports Direct. WiggleCRC and associated brands were purchased after their parent company Internetstores GmbH, the European subsidiary of Signa Sport United N.V (SSU), went into administration at the end of last year. The future of the bicycle retail brands was unclear and despite mass layoffs across all the purchased Wiggle/CRC ranks numbering approximately 450, Fraser Group vowed to relaunch Chain Reaction and Wiggle websites.
When the new ownership was confirmed by Frasers Group Wiggle and Chain Reaction Cycles websites were reduced to just a holding page, a week later and both sites are officially back online and ready for business. So what has changed?
The good news is Wiggle's atrocious rebrand has been binned, reverting to the previous yellow and black logo making the site a far more pleasant experience. There seems to be a range of stock too, although as far as we can see it's the same stock and pricing available from EvansCycles.com, with brands like Pinnacle and Muddy Fox being added alongside an assortment of top brands like Garmin, Rapha Cannondale, and many more.
The link between WiggleCRC and Evans Cycles also means customers can opt to collect their WiggleCRC orders from an Evans Cycle Store. Although Wiggle and Chain Reaction Cycles quote international shipping prices, delivery is only available in the UK currently.
Time for the bad news, at this time the future of WiggleCRC's in-house brands which were also purchased as part of the deal is still unclear. Some Lifeline, dhb, Nukeproof clothing, and Prime products have blank placeholders stating that products will be available in April. However, there is no sign of bikes or components from the much-loved Nukeproof, Vitus, and Ragley brands currently.
Fraser Group previously released a statement indicating that they would be continuing to offer in-house brands, but for now the future for brands such as Nukeproof and Vitus Bikes is still uncertain.
"Frasers Group, which already has a strong position in the UK cycling market through Evans Cycles, secured the rights to Wiggle and Chain Reaction in March 2024, alongside the brand rights for their in-house ranges which include Nukeproof, Vitus Bikes, and DhB.
"Alongside the e-commerce relaunch, which is due to take place next week, Frasers Group is looking to create commercial partnerships to enhance and expand these own-brand lines through development, sales, licensing, and international distribution opportunities."
