I was always curious about the origins of the Wiggle name and thought it was a brand borne from the creative ramblings of a well-paid marketing agency. Not so. It seems it's more Del-Boy than Sachi & Sachi!

Apparently the company's founders started out by selling anything that they thought they could shift quickly and at a profit (including adult 'toys'!). They didn't want to restrict themselves in terms of merchandise; Wiggle seemed like a good, nonsensical name that wouldn't pigeon-hole them.

Interestingly, they went into bike retail by accident when they acquired a bike shop as part of an office purchase.

In an interview with Cyclingtips Wiggle CEO, Humphrey Cobbold, talks about the origins of Wiggle, their aims including an impressive £300 million turnover in 5 - 6 years (2011 was £87 million) and touches on the animosity that local bike dealers have towards the company.

Recommended reading if you're interested in the behind-the-scenes dealing of an online retailer of bikes and kit.

There's also a video of the interview - a bit low-quality as it's been captured over a webcam.

What's your favourite weird brand name?

Andy Dawson

Views: 127

Tags: humphrey cobbold, wiggle

Add a Comment

You need to be a member of Wheelsuckers to add comments!

Join Wheelsuckers

Comment by Dave Nash on March 27, 2012 at 10:24

In cycling, rather than home appliances, I don't personally like the bikes that take the name of a famous cyclist. There are stacks out there - Boardman, Merckx, Cipollini, Moser . . . the list is endless! OK, they might be great bikes and the respective 'names' behind them may have had a had a huge amount of input into the design and technology, but it is a bit like a cannibal eating the flesh of a slain rival - do cyclists who buy these bikes somehow think they will inherit the cycling prowess of their heroes?! That said, I have a mate who owns a Fausto Coppi and the way he was riding last weekend suggests that he had indeed inherited a bit of the Italian legend . . . either that or he had been sharing Coppi's passion for amphetamines!

Comment by Andy Dawson on March 26, 2012 at 17:09

I think the Smeg giggling started after Red Dwarf began using the term in a derogative way.

Comment by Nick Williamson on March 26, 2012 at 14:53
Maylarch would be one, Smeg has always made me giggle

Latest Activity

Gideon Ransley posted a status
"Completed the Sufferfest 'Rubber Glove' FTP workout this morning on the turbo. Never sweated so much in my life!!!"
28 minutes ago
Gideon Ransley replied to Paul Robinson's discussion Choose your 2k bike
33 minutes ago
Rob Yeomans replied to Paul Robinson's discussion Choose your 2k bike
44 minutes ago
Dave Rowe posted a status
"'Could you come round and fit the pedals on my husbands new ebike' turned out to be a complete bike build - Doh! Darn fast # stick to fixie!"
5 hours ago
Dave Nash posted a blog post
7 hours ago
Gary daLuz Vieira commented on Jonty williams's status
7 hours ago
Jonty williams posted a status
"Thinking of buying a camera, for vids and pics on the move. Any advice?"
8 hours ago
Jonty williams commented on Jonty williams's status
8 hours ago
Gary daLuz Vieira commented on Jonty williams's status
8 hours ago
Ian Barnett posted a status
"Bike not set up = sore knee. Now bike is fixed and knees rested, off to gently see if I have done it right after 1/2 hour pain free turbo!"
9 hours ago
Ian Barnett replied to Mark Harris's discussion Need new pedals for my bike.. What should I get.. ? Recommendations welcome
9 hours ago
Jonty williams commented on Jim Gabriel's blog post Sicily or bust, tappa IV
9 hours ago

Subscribe to our weekly eNews

Subscribe to our eNews and get our top content plus the best cycling features from around the web. Check out our eNews archive

Wheelsuckers on Twitter

© 2014   Wheelsuckers

Badges  |  Report an Issue  |  Terms of Service