Originally a small independent bike shop called 'Butlers Cycles,' Wiggle was officially launched in 1999 and has since grown into a global brand. With a 45,000 square foot warehouse and over 300,000 products, Wiggle offers a wide range of mountain bikes, road bikes, bike parts, and accessories. It ships to over 70 countries, accepts multiple currencies, and has translated its website into five languages. In June 2021, Wiggle was acquired by SIGNA Sports United, although the terms of the transaction were not disclosed.