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?
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