Frasers Group To Relaunch Wiggle and Chain Reaction Websites

OK, hot off the press… Wiggle and CRC are to make a return. We honestly don’t know what this corporate speak below actually means, so we’ve reached out to Frasers Group to see if they’ll tell us in something a little more bike-world friendly! Meanwhile, we’re going to ring fence some unicorns and drop the kids off at the flag pole.

Riding through a field of wheat?

FRASERS GROUP TO RELAUNCH WIGGLE AND CHAIN REACTION WEBSITES

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.

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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.