Wiggle reverts back to orange branding as Frasers Group relaunches website

Wiggle and Chain Reaction websites are accessible to customers once again under the new ownership of Frasers Group

Clock10:03, Tuesday 26th March 2024
The Wiggle website is live under the ownership of Frasers Group

© Wiggle

The Wiggle website is live under the ownership of Frasers Group

As promised last week, Frasers Group appears to have officially relaunched the Wiggle and Chain Reaction websites, with both sites now accessible to customers.

As a part of the relaunch, Wiggle appears to have reverted back to its former orange branding. The company famously rebranded in 2023, adopting a new logo and switching from orange to green colours. However, the relaunched website is now using the older logo once again, along with its former orange colours, albeit only subtly across the top of the home page.

Both the Wiggle and Chain Reaction websites went inactive last week with holding messages, before Frasers Group officially confirmed that it had acquired Wiggle CRC on Friday and intended to relaunch them both this week.

While there hasn’t been any official confirmation from the Mike Ashley-owned company, the relaunch appears to have happened on Tuesday with both sites going live once again.

It brings to an end what has been a turbulent six months for Wiggle CRC, which entered administration in October 2023. The move came amid financial woes driven by disappointing sales following the Covid pandemic. At the time it entered administration, the company had accumulated debts of £26 million and owed multiple brands money, including Haribo whose sweets were regularly included with deliveries.

FRP Advisory’s Alastair Massey and Tony Wright were subsequently appointed as administrators and they expressed confidence that a new buyer for Wiggle CRC could be found, citing “considerable interest”.

Rumours began to swirl linking the company with multiple potential buyers but Mike Ashley’s Frasers Group emerged as the front-runner, with a deal reportedly finalised at the beginning of May for less than £10 million, which was subsequently confirmed by Frasers Group on Friday.

“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,” managing director of wheels, Russell Merry, said in a press release.

Along with the Wiggle and Chain Reaction websites, Frasers Group confirmed that it had also purchased the intellectual rights to the company’s in-house brands, including Nukeproof, Vitus, Ragley, Prime, DhB, Lifeline, Mobi and Fohn.

While products from most of these in-house brands are currently available on the relaunched websites, some are absent, most notably Vitus with none of its bikes currently showing.

Delivery options for the sites appear to be back to normal, which includes next day, express or standard for UK-based customers. The previous 28-day returns policy has also carried over.

Many of the products are currently available at discounted prices too, which appears to be carry over from when Wiggle and Chain Reaction, under their previous ownership, were winding down.

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