Wiggle adds Boutique area to site with focus on clothing and accessory brands

By

Sandra Halliday

Published
Jun 6, 2018

Cycling specialist Wiggle is continuing to reshape itself as it expands to take in other sports and also focuses more heavily on growth areas such as clothing and accessories.

The company has unveiled a new section on its e-commerce website that it says is designed to “showcase some of the most progressive brands in the world of cycle, run and swim”.

Called Wiggle Boutique, the new area includes brands such as Arc’teryx, Dotout, Metier, 7Mesh, Campagnolo Movement and Manuka. The Basque brand Exteondo, which was started by former pros the Velits brothers, is also available there.

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It’s a development that wouldn't have been possible without the existence of e-commerce as individual physical stores are unable to stock as huge and varied a selection as online retail sites can offer. 

And that fact is also important for the development of smaller niche brands which, again, struggle to earn the right to take up space in physical stores.

The company’s category manager Rob Jarman said: “Wiggle Boutique provides a home to some of the most sought-after and exclusive brands in sport. All the products featured within the Boutique have been specially selected by the team because of their craftsmanship and performance.”