Online retailer to bring the brand to global audience for the first time

Wiggle to sell Boardman Bikes

Wiggle has entered into a long term partnership with Boardman Bikes to bring the brand to customers outside the UK for the first time.

Wiggle has the exclusive rights to bring the brand to an international audience. The bikes are now available to pre-order for dispatch in July.

Boardman will continue to be supplied through existing channels only – Halfords – in the UK and Ireland.

Chris Boardman said of the new deal: “World-class bikes available across the globe – that has always been a huge part of our ambition – and now with Wiggle we are able to achieve this. Our bikes, developed through continuous R&D and coupled with our exacting design principles, will now be available to every kind of rider – offering a great ride experience wherever they live.”

Boardman CEO Alan Ingarfield added: “When looking at International sales, Wiggle proved itself to be an exciting opportunity for us. Over a period of time, we’ve built a strong relationship and one which promises to develop into a great partnership.”

Humphrey Cobbold, Wiggle’s CEO, commented: “Over the last three years we have built strong relationships with customers across the globe and we are delighted to be able to offer them the award winning Boardman bikes. In keeping with the Boardman team’s fastidious attention to detail, every single bike will be assembled, checked and test ridden by our Cytech qualified mechanics before being carefully shipped direct to customers. 

"We believe that this is the beginning of a great partnership between the Wiggle and Boardman teams.”

BikeBiz spoke to Chris Boardman last year. He said of the range: "We have been able to bring high quality bikes of the specification we wanted to achieve to more people than via other routes to market, and for an awesome price, which is a fantastic combination." Read the full interview here.

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