News Article

Wiggle and Chain Reaction Cycles Merge

Sales & Trends

CORK, Ireland – Wiggle and Chain Reaction Cycles announce today that they are to merge to further strengthen their position in the global online retailing world of cycling, running, swimming and triathlon (tri-sports) products and accessories.

Wiggle and Chain Reaction Cycles Merge
Chain Reaction Cycles and Wiggle combined business will have revenues in excess of GBP 300million (€ 386mn). – Photo Chain Reaction Cycles

The transaction is subject to a number of regulatory approvals, including merger control clearance from the Competition and Markets Authority (CMA).

Combined business

In a press statement the companies say, “Together the combined business will be able to supply a broader offering and a stronger platform with which to attract new brands and compete in the wider cycling and accessories market. Financially, the combined business will have revenues in excess of GBP 300million (€ 386mn).

Industrial logic

Stefan Barden, Chief Executive Officer of Wiggle, said, “In the global online retailing market in which we operate, there is a compelling industrial logic for our two businesses to come together to become a stronger force. We have long respected Chain Reaction Cycles as a business and share its values and commitment to delivering the best possible price and first class service for its customers. Like us they have a deep seated love of cycling. The combined business will offer all customers an extended range of brands and products, with Wiggle’s strength in tri-sports and road cycling complemented by Chain Reaction Cycles’ strength in mountain biking, BMX and road cycling too. The deal propels Wiggle faster towards its objective of building a global online champion and a major British export success story.”

New chapter

Chris Watson, Managing Director of Chain Reaction Cycles, said, “This is an exciting new chapter for the Chain Reaction Cycles brand. Since the business started in 1984, we’ve grown strongly from our mountain bike origins in Northern Ireland to meet the needs of more MTB, BMX and road cyclists across more countries. Coming together with Wiggle is a great way to continue that growth, as a global force in cycling and a leader in technology, eCommerce and innovation.”

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