Is Wiggle well and truly dead? Former retail giant's website is no more
The biggest name in online retail in the cycling industry appears to have been consigned to history
As of today, those seeking to view products online on wiggle.com or chainreactioncycles.com will be redirected to Evans Cycles' main website, suggesting the end of Wiggle and Chain Reaction Cycles. Cycling Weekly has been following the company's struggles since it was placed in administration in October 2023 following its parent company SSU filing for insolvency, with millions owed in debt to over 400 creditors.
In February 2024, the company was acquired by Mike Ashley's Frasers Group for less than £10 million, despite being valued at over £200 million, and laying off almost all of its workforce, around 450 people. The group had previously acquired Evans Cycles for £8 million in 2018, making 300 workers redundant and placing the remaining staff on zero-hour contracts.
Frasers Group, which also owns ProBikeKit, SportScheck, Harvey Nichols and Hugo Boss, reported pre-tax profits of £538 million in the latest financial year, but its net debt rose from £941 million to £1.26 billion in the year ending April 26, 2026. After acquiring WiggleCRC, Frasers relaunched the Wiggle and Chain Reaction Cycles websites to maintain three online shop windows, aiming to become the top sporting goods retailer in Europe.
With the death of the Wiggle and Chain Reaction Cycles websites, it appears this goal has been achieved.
Written by urgent.news from Cycling Weekly's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
