What the story of Evans Cycles can tell us about the future of Wiggle

After being bought by Frasers Group, are the woes of Wiggle Chain Reaction Cycles over?

An evans cycles store
(Image credit: Getty Images)

Over the weekend, news emerged that online cycling retailer Wiggle Chain Reaction Cycles had finally found a buyer.  

Mike Ashley’s Frasers Group, one of the UK’s most prominent retail behemoths, told Cycling Weekly it did not "seek to correct" a report in The Times that it has swept up the company, which entered administration in October last year, buying the brand and intellectual property for under £10m. The news signalled the end of a five-month saga for Wiggle, but mirrored the start of a more recent tale - that of Evans Cycles. 

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