About Wiggle Store

Wiggle started out as a small independent bike shop called ‘Butler Cycles’ - based in Portsmouth, UK. Mitch Dall, the founder of Wiggle, bought the shop in 1995; it had already been trading for over 50 years. After the purchase, the shop moved premises, but remained a bike retailer; it also changed names to “Bikes @ Butlers” to reflect a new interest in online trading. ‘Wiggle’ officially started trading on 28th May 1999, after investment from founders Mitch Dall and Harvey Jones. Harvey was an internet enthusiast, and was keen to develop a business that would have a strong online presence. “I remember Christmas 2001 – we sent out 100 parcels in one day. That was a record!” – Barbara Tatford, Wiggle’s Purchase Ledger Co-ordinator In 2002, a larger base in Portsmouth was identified, as an opportunity to take the young and fun online sports retailer to the next level. Wiggle continued to experience impressive growth in the 2000’s, and was adding one new brand a week to keep up with consumer demand. “I remember being the first person to process 100 orders in a day“ – Bradley Nolan, Wiggle’s’ Processing and Returns manager.