Wiggle Chain Reaction Deal Falls Through: Mike Ashley Buys Name and IP

Last time we reported on the Wiggle CRC administration it looked like the company could be bought as a going concern, with a number of buyers apparently interested. Now, sources say that’s all off the cards, and today we understand there has been a mass laying off of staff across the company. We’re hearing that the company will live on in name only, with the brands and (Intellectual Property) IP being bought by Mike Ashley although this has yet to be confirmed.

We have also heard today that Wiggle has made the majority of its 450 staff redundant.

One industry insider said, “So Wiggle/CRC/Hotlines/Nukeproof etc are all gone in the last hour. Apparently Mike Ashley has bought the IP to it all.“

One source, who no longer has a job at CRC said: ‘The day the [Wiggle/CRC] “merger” was announced we were doomed. They dismantled everything that was good about CRC, piece by piece.
Nobody expected Wiggle to go under, however, that’s what happens when corporate greed takes over.’

This is a breaking story and we will update as we get more information.

If all this proves to be true, what’s next?

Mike Ashley owns Frasers Group, which already owns Evans Cycles. This group has something of a reputation for buying up companies in administration. We had thought that buying the whole WiggleCRC business could increase their online capacity and improve direct purchasing power from factories. However, we’re hearing that Mike Ashley has just bought the IP and names. At this stage we’re not sure of the extent of the purchase, but within the WiggleCRC business the bike brands Nukeproof, Vitus and Ragley are registered. Whether we’ll see the actual IP for bikes coming over to the Fraser Group and Gigas or Sentiers popping up in Evans remains to be seen. It might just be bike shaped objects bearing the brand names – as we’ve seen with Muddy Fox, for example.

As well as bike brands, WiggleCRC has many in house brands, some of which like DHB have gained an established reputation. There’s also running gear, paddlesport and watersports stuff – all of which might sit well in a Sports Direct store, another part of the Frasers Group.

In recent days there have been some signs that things were not going to plan, with more Nukeproof athletes announcing their departure from the brand. Then today, Wednesday 21st February, many staff were let go – we’re not clear if it’s all staff, or almost all. We’ve reached out to as many contacts as we can – hardly a pleasant task when you know they’re likely to be reeling from redundancy news – so we’ll update you as we hear more. We think an official press release can’t be far away, now that staff have been let go.

https://singletrackworld.com/wp-content/uploads/2024/01/wigglecrc-administrators-report-what-does-the-future-hold/

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Hannah Dobson

Managing Editor

I came to Singletrack having decided there must be more to life than meetings. I like all bikes, but especially unusual ones. More than bikes, I like what bikes do. I think that they link people and places; that cycling creates a connection between us and our environment; bikes create communities; deliver freedom; bring joy; and improve fitness. They're environmentally friendly and create friendly environments. I try to write about all these things in the hope that others might discover the joy of bikes too.