National award recognises cycle site’s popularity

PRAISED Humphrey Cobbold MD of Wiggle
PRAISED Humphrey Cobbold MD of Wiggle
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PORTSMOUTH’S very own success story, the Wiggle online bicycle retailer, has won a national award.

It beat five other retailers to be named as Pure Play Online Retailer of the Year at what’s known as the High Street Oscars – the Oracle Retail Week Awards 2012.

Last year, it won Innovation of the Year, beating the big boys in the form of Boots, Tesco, Waitrose and Asda.

The award comes hot on the heels of Wiggle winning Business of the Year at The News Business Excellence Awards, and being named in the Sunday Times Buyout Track 100 awards for having the best management team.

Wiggle has seen outstanding growth during the past 12 months, and now sells online to more than 90 countries, offering a choice of languages and currencies for its buyers to use.

It has also invested in two new warehouses.

Wiggle managing director Humphrey Cobbold said: ‘I’m always nervous about awards because I don’t want us to get complacent, but it’s recognition for there being a lot of hard work that’s been done by a lot of people.

‘It was quite a thrill for them to be up there in front of 1,500 people in the who’s who of retail, and it was quite exciting.

‘We’ve invested hard in what we’re doing in the UK, grown our international business, and we’ve changed owners.’

Speaking about the Oracle award, George MacDonald, deputy editor of Retail Week said: ‘Wiggle’s international growth over the last year demonstrates an acute understanding of its market and the way in which it can utilise its website and mobile site to entice shoppers.

‘The provision of language and currency choice enhances its international business.’

Wiggle started in 1920 as Butlers Cycles, a small shop in Portsmouth.

By 1999 Wiggle.co.uk had launched, and has become an online success story, now employing 250 people.