Like this site? Help us to make it better.


Final clear out as Wiggle Chain Reaction Cycles invites bids for remaining warehouse stock

The retailer, which appointed a liquidator this week, has invited interested parties to enter a sales process, with “best and final offers on the stock and assets of the business” expected by 22 March

The final clear out process at Wiggle Chain Reaction Cycles is underway this afternoon, after what remains of the beleaguered retailer began a sale process for the residual stock in its Citadel warehouse, a day after it was reported that parent company Mapil Topco Limited had appointed a liquidator.

In an email sent to, it was revealed that “Wiggle Ltd (in administration) is beginning a sales process for the residual stock in the Citadel warehouse”, the 323,000 square foot facility in Bilston, near Wolverhampton, which the retailer moved to in 2015.

“Parties are requested to submit their interest to enter this purchase process by 15th March,” the email continued. “Interested parties are asked to submit their details to the following email address: stock.offer [at]

“It is understood that best and final offers on the stock and assets of the business are expected by 22nd [March].”

Over the last number of weeks, alongside its online outlet store, Wiggle Ltd has been auctioning off its remaining stock, from Vitus ZX-1 road bikes and disc wheels to components and clothing, on its TriSportsResort eBay page.

> Wiggle Chain Reaction parent company appoints liquidators

The news that all of Wiggle CRC’s remaining stock and assets are due to be sold by the end of the month comes just two days after an update posted on Mapil Topco Limited’s Companies House page stated that Anthony Wright and Alastair Massey of FRP Advisory have been appointed as liquidators.

The company’s statement of affairs, also posted on Monday, will be available within the next 10 days.

At the start of the month, we first reported the news that Wiggle Chain Reaction’s brand and intellectual property was to be sold to Mike Ashley’s Frasers Group, which also owns Evans Cycles and Sports Direct, in a deal believed to be worth less than £10 million.

Rumours had been circulating about the deal for some time, with all 447 of WiggleCRC’s employees being laid off in February as the administrators “closed the shutters”, with Frasers Group – now run by Ashley’s son-in-law Michael Murray – believed to have purchased some of Wiggle’s in-house brands, such as Vitus, Nukeproof, dhb, and Lifeline.

Wiggle and Chain Reaction logos

> Mike Ashley’s Frasers Group reportedly buys Wiggle Chain Reaction Cycles for less than £10 million

The saga began in the autumn, with WiggleCRC entering administration and being put up for sale following a financial crisis that engulfed its Berlin-based parent company Signa Sports United (SSU), resulting in 105 jobs being cut at Wiggle, fellow online retailer Chain Reaction, and distributor Hotlines, and the company owing almost £27 million in debts to 400 creditors.

SSU’s crisis was prompted by its own parent company, Signa Holding, removing a €150 million funding commitment, plunging Wiggle and other cycling businesses such as Bikester, Probikeshop, and into uncertainty.

SSU then filed for insolvency, ushering in administration and months of decline and redundancies for Wiggle and Chain Reaction, despite persistent claims from management that they were “optimistic” of a sale.

Wiggle Epic Winter Sale

> "The assumption was Wiggle Chain Reaction wasn't going anywhere": Ex-employee talks "shock" at retail giant's demise on the Podcast

On last week's episode of the Podcast, we heard from a former employee who spoke of staff’s “shock” at the retail giant’s demise.

“Everyone was convinced, this is it, we are one of the biggest bike retailers about. We’re about to go massive in America, then it was like ‘Oh, this might not be plain sailing, this is not good’,” the ex-employee, who worked for one of WiggleCRC’s in-house brands, told us of his response to the withdrawal of the funding commitment.

“But I don’t think anyone thought this was going to close the company. Suddenly the bubble burst, and you’ve got a train you've geared up to full speed, and you’re driving it flat out, then suddenly someone tells you you've run out of track. It was chaos, and you saw everyone hitting that. And I think the £150m combined with that – even with the £150m, there's no guarantee we would have survived. Maybe it got too big.”

2024 Vitus Venon Evo GR - 1

> It's our Bike of the Year but should you buy the Vitus Venon EVO-RS Force AXS All-Road bike at 30% discount?

The former employee said the “random” job cuts seemed “brutally handled”, with administration meaning staff members did not receive their minimum notice period either.

“So they went from ‘I have to get this report in by one o’clock’ to ‘sorry’. And fifteen minutes later they’re sitting in a car in the car park going ‘what has just happened?’,” he said.

“Everybody believed this was going to work. We were too successful, we make too much money, we were too good at this. It’s not like there was another competitor in the same market in the UK. You might be one of the unlucky ones who got cut, but the assumption was: Wiggle Chain Reaction wasn’t going anywhere.”

The ex-employee also claimed that staff were told that the company was likely to be sold to a private equity firm, and that management even insisted in meetings: “Don't worry, Mike Ashley is not buying us”.

“Even when we closed, there was no talk about Frasers Group, about Mike Ashley,” he recalled. “We found out through media outlets, which is wild.

“Right until the very end, there was the assumption someone was going to buy us. Because you can run a brand with ten people. And the idea that someone would surely love Vitus, NukeProof, dhb, one of these, surely someone would want to keep a few humans and those brands. But the fact everyone was let go means that those brands are gone.”

Ryan joined in December 2021 and since then has kept the site’s readers and listeners informed and enthralled (well at least occasionally) on news, the live blog, and the Podcast. After boarding a wrong bus at the world championships and ruining a good pair of jeans at the cyclocross, he now serves as’s senior news writer. Before his foray into cycling journalism, he wallowed in the equally pitiless world of academia, where he wrote a book about Victorian politics and droned on about cycling and bikes to classes of bored students (while taking every chance he could get to talk about cycling in print or on the radio). He can be found riding his bike very slowly around the narrow, scenic country lanes of Co. Down.

Add new comment


shutuplegz | 2 months ago

Really sad for all the staff who have lost their jobs, especially if the above is true and minimum legal notice periods were not met etc. Like the staff, when the US parent company's woes emerged, I just assumed that Wiggle CRC would pull through and even if there were minor job losses, overall, the company would survive under different ownership. Like them, I am in shock that this has happened to what I assume to be the biggest cycle retailer in the UK, and just how quickly it has evolved. A couple of weekends ago I ordered some pedals at a great price but even at that point there still seemed to be lots of stock available and I still just thought the 'Spring Sale - Everything Must Go' was another marketing tag line. The pedals took a little longer to arrive than normal but still faster than most online retailers. Then late last week I realised just how little was left and bought some DHB and Castelli clothing, plus some tools, a couple of stems and some other bits and pieces at crazy prices. Order placed Friday.... arrived Saturday. How they are still managing this turnaround with a skeleton staff, I do not know! Gave a mate a heads up on the sale today but even since Friday the 'shelves have been stripped' even more. This evening I placed an order for some DHB bib longs, which will probably be my last order as there is literally else nothing left. 'Everything Must Go' has become 'Everything Has Gone' 

Given how quickly so much stock has been sold at bargain prices I do wonder how much of it will be re-appearing for sale on eBay in the coming weeks.

I will miss Wiggle. I do use other retailers, store based and online, and there were times when I moaned about them and how they had 'got too big' but the UK cycle industry will have a big hole in it for quite a while I think.

To all the Wiggle/CRC employees past and present who have given me great customer service, I thank you.

hawkinspeter | 2 months ago

Just this morning I ordered a Prime Primavera Carbon stem for £40.

Steve K | 2 months ago

I made my (probably final) order from Wiggle on 12 March.  I've just checked and the expected delivery is 22 March - much longer than usual.  I really do wonder if it will turn up.  (I'm not overly worried - I can claim back on my credit card if all else fails!)

mikewood replied to Steve K | 2 months ago
1 like

I have a couple of small orders outstanding but only recently placed

Received my second bike (in the right size!) today and they processed the credit for the wrong size one so happy days  1

IanMK replied to Steve K | 2 months ago

Bought my wife a wetsuit. 90% off. Wrong size (of course). Didn't bother sending it back, reckon I might get more for it than I paid on ebay.

Smoggysteve replied to IanMK | 2 months ago
1 like

Did the same for youngest. £15 for a wetsuit. Worth a punt imo. Also got a 65L rucksack for £30 so eldest can use it on DoE award. Think there is only really clothing left that's worthwhile now. Or maybe some wheels if you're after a cheap set. Feel like a vulture picking over the remains of a once majestic beast 

Simon E replied to Steve K | 2 months ago

I ordered a dhb softshell on 7 March with an estimated delivery date of 13 March. It arrived today (14 March) via Evri.

Had another browse and have just ordered a nice looking £10 jersey and some £13 winter tights (my current Alturas are getting a little threadbare). Delivery due by 26 March.

Latest Comments