Frasers Group to relaunch Wiggle and Chain Reaction Cycles websites
It had been rumoured for a number of months, but it’s now confirmed: Frasers Group plc has announced the relaunch of Wiggle and Chain Reaction’s ecommerce sites, marking a significant step following the acquisition of the brands and intellectual property.
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 ecommerce 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.
Russell Merry, Managing Director of Wheels for Frasers Group, said: “Wiggle and Chain Reaction are well established names among riders in the UK and across Europe and the acquisition of both brands is consistent with our ambition to become the no.1 Sporting Goods retailer in Europe.
“It also brings with it the opportunity to work with respected partners through the highly admired, award-winning product lines that Wiggle and Chain Reaction had built. We are excited to explore partnerships with suppliers or distributors looking to expand their offering or an organisation looking to get a foothold in the market by leveraging some established names.”
The brands acquired include Nukeproof, Vitus Bikes and Ragley, Prime’s components range, DhB clothing, Lifeline Tools, Mobi bike pressure washers and outdoor clothing range, Fohn.
The recent acquisition follows a successful year in cycling retail for the Group, with a number of new store openings for Evans Cycles, the launch of Evans Go, the introduction of a Cytech approved bicycle mechanics apprenticeship scheme, as well as an online dropship programme.
The move throws a lifeline to the Wiggle CRC brand, which has had a tumultuous few months – probably most keenly felt in October when SIGNA Holding terminated its unconditional €150 million Equity Commitment to SIGNA Sport United NV – then owner of WiggleCRC.
Since then, rumours discussing which company might snap up the considerable Wiggle and CRC brands have circulated, with Halfords’ name linked to the brand in November. Frasers Group soon became a surer bet to take the brand on however, with numerous reports in the media connecting the two but with no official confirmation, until today. The move certainly concentrates a lot of power with Frasers Group, a formidable name in retailing name that has steadily been building its cycle portfolio since it took on Tri UK in 2017.
