please help improve it or discuss these issues on the talk page . learn how and when to remove these template messages this article contains content that is written like an advertisement . please help improve it by removing promotional content and inappropriate external links and by adding encyclopedic content written from a neutral point of view . november 2015 learn how and when to remove this template message a major contributor to this article appears to have a close connection with its subject . it may require cleanup to comply with wikipedia s content policies particularly neutral point of view . please discuss further on the talk page . november 2015 learn how and when to remove this template message learn how and when to remove this template message wiggle ltd type private industry online sports retail founded 1999 ; 17 years ago 1999 founder mitch dall harvey jones headquarters portsmouth england uk area served worldwide key people stefan barden ceo products triathlon equipment . bicycles components and accessories . running shoes and apparel . swimming products . outdoor and casual sports apparel . tools etc. revenue 179 million fy14 1 profit 13.2 fy14 ebitda number of employees c. 400 website www.wiggle.co.uk wiggle ltd is an online retailer of cycle run swim and triathlon products based in portsmouth great britain . wiggle started as a small independent bike shop called butler cycles located in portsmouth . mitch dall wiggle s founder took an interest in the shop and bought the property in 1995 under the condition that it would continue to operate as a bike retailer for a period of five years . butler cycles moved to hayling avenue and changed its name to bikes butlers to highlight its interest in on line trading . wiggle officially started trading on the 28th may 1999 with an initial investment of 2 000 by mitch dall and harvey jones . the company demonstrated rapid growth in its early years . in 2002 a premises in jackson close portsmouth was identified as the base to take the company to the next level . between 2002 and 2009 wiggle continued to experience strong progression . in 2009 dall sold his 26 percent stake in the company to the isis led buyout group later named livingbridge . isis also owns fisher outdoor leisure a uk wholesaler of bicycle parts . humphrey cobbold became chief executive of the company in 2009 and andrew bond former chief executive of asda joined the board . annual sales revenue had reached 55 million . 2 by 2011 annual revenue was 86 million and isis considered taking the company public in an initial public offering 3 with the company s overall value estimated at 200m 4 and pre tax profits having risen from 7.1 m to 10.2 m in the year to january 2011 following a 123 percent increase in international sales . 5 the expansion of wiggle continued a new london office for it and wiggle s own brands was set up in the borough market area of london in early 2011 and two new warehouses were acquired . in december 2011 the company was sold to bridgepoint capital for 180m . 6 bridgepoint specialises in investing in middle market businesses and wiggle were able to launch 11 new websites for overseas consumers in 2012 . in september 2013 stefan barden joined wiggle as ceo formerly the ceo of northern foods heinz uk & ireland and brakes uk & ireland . since barden s appointment wiggle has continued to expand at a rapid pace in multiple business areas . in june 2014 the main office premises moved from harbourgate business park to a modern office facility at lakeside 1000 also in portsmouth . in march 2015 the company appointed brian mcbride as chairman . in the summer of 2015 wiggle moved its main warehouse premises to citadel a super warehouse in wolverhampton with 323 000 square feet of storage . although wiggle had open several workshop concessions in homebase stores it closed them all in october 2015 . 7 wiggle currently sells over 50 000 skus and has more than 700 third party brands as well as own brand labels such as dhb lifeline verenti and eastway . references edit wiggle winning market share with sales of 179 million . zoe wood . wiggle puts enthusiast in the saddle in pursuit of the mamil . the guardian . retrieved 2014 01 23 . zoe wood . wiggle considers ipo as cycling becomes the new golf . the observer . retrieved 2014 01 23 . wiggle cycles to flotation or sale . the daily telegraph . retrieved 2014 01 23 . wiggle founder . the daily telegraph . 2009 05 02 . access date requires url help the business on ... humphrey cobbold chief executive wiggle . the independent . 2011 12 09 . retrieved 2014 01 23 . http road.cc content news 166647 wiggle close homebase servicing concessions just year after opening external links edit wikimedia commons has media related to wiggle ltd. official website retrieved from https en.wikipedia.org w index.php title wiggle ltd & oldid 744292400 categories companies based in portsmouthcompanies established in 1999online retailers of 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