Wiggle Australia
If you’ve searched for Wiggle Australia, you’re not alone.
For years, Wiggle and its sister site Chain Reaction Cycles were among the biggest online retailers. Especially for bikes, parts and cycling accessories.
But in late 2023, their parent company, Signa Sports United (SSU), collapsed financially, forcing Wiggle and Chain Reaction Cycles into administration (Bloomerg).
The absence left Australian cyclists suddenly asking:
Is Wiggle Australia still around? Where can I buy bikes and cycling gear now?
Below, we’ll explain what happened to Wiggle Australia, why many riders are now looking for local alternatives, and why Ivanhoe Cycles is one of the best options for Aussie cyclists today.
What happened to Wiggle Australia?
Wiggle started in the UK and became a global online powerhouse for cycling gear, known for low prices and huge stock variety.
Together with Chain Reaction Cycles, it built a loyal customer base, including thousands of Australian riders.
The collapse in October 2023 occured due to SSU's parent company Signa Holding withdrawing €150 million in funding commitment.
Equivalent to AUD$264 million.
Wiggle, Chain Reaction Cycles and other retailers needed this funding to continue operations.
This led to Wiggle and CRC going into administration.
Why Cyclists Turned to Wiggle
Wiggle Australia became popular because it offered:
- Affordable bike parts and accessories.
- A wide product range, from helmets to components.
- Convenience of online shopping.
But while prices were low, shopping overseas often came with hidden downsides.
Wiggle Update
In early 2024, Frasers Group acquired Wiggle and it's associate brands for £10 million.
Wiggle are operating again but they are a shadow of what they once were. Their range is limited, especially compared to what it once was. They offer shipping to Australia on small items.
An Alternative to Wiggle Australia
Cyclists today want the same convenience Wiggle promised but with the reliability of a trusted local store.
That’s where Ivanhoe Cycles comes in.
Why Choose Ivanhoe Cycles?
- Huge range of bikes. Road, mountain, e-bikes, gravel, and kids’ bikes.
- Thousands of accessories & parts. From helmets to panniers, lights, racks, and more.
- Local support. 3 stores in Victoria (Heidelberg Heights, Hallam, Hoppers Crossing).
- Fast fulfilment. Buy online for quick shipping or in-store pickup.
- Expert service & warranty. Real mechanics, real advice, and no overseas returns.
You get the best of both worlds; online convenience plus local Australian support.