Wiggle opens their first overseas office in Sydney, Australia

Wiggle Sydney Office

Overseas online bike shops are criticised by Australian business as they ‘cost local jobs’ and Wiggle CEO Stefan Barden confirms, “it’s no surprise that the market [Australia] has become one of our biggest overseas territories in the very short time that we’ve been trading here.”

The Amy Gillet Foundation was openly challenged in April by local distributer FE Sports for signing them up as an events sponsor. David Lee of the AGF responded, “The reality is that over many years the tangible support the AGF has received from the broader Australian retail industry has been minimal and certainly has not contributed to the growth we have been able to achieve through other means.”

The rift in the Australian cycling industry however now gets another nudge with Wiggle today announcing that they have opened a Sydney office. Does this mean that Wiggle are now local?

Wiggle CEO Stefan Barden elaborates on this move, “It was therefore important for us to put something back into the community and invest in local jobs, get involved with local sports events and work alongside the excellent cycling safety and advocacy groups, the Amy Gillett Foundation and Bicycle Network.”

The Australian office is the first overseas office for Wiggle and will be led by Adam Johnson as the General Manager. Johnson has leadership experience as the CEO of lastminute.com and travel.com.au.
While Wiggle trail behind Chain Reaction Cycles in annual turnover (according to public financial records) they have been more dominant in the Australian market and sponsor numerous cycling events and partner with advocacy organisations.

Visit Wiggle.


Title Image: From Wiggle’s Announcement
Disclaimer: Wiggle is an advertiser on Bicycles Network Australia, this announcement is not sponsored.

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About The Author

Christopher Jones is a recreational cyclist and runs a professional design business, Signale. As the driving force behind Bicycles.net.au he has one of each 'types' of bicycles.

7 responses to “Wiggle opens their first overseas office in Sydney, Australia”

  1. Peter jenni says:

    Go home scumbags

  2. Crawf says:

    You’re welcome scumbags! Time to shake the local bike retail industry up!

  3. Dave says:

    Good, hopefully they can give the local bike retailers a much needed kick up the backside and make the market competitive. The prices some LBS’s charge for items that are readily available online at a fraction of the cost are obscene.

  4. jeep says:

    Will Wiggle be able to supply bikes and high end parts less the import duty. If so they will make a killing. Imagine being able to buy that groupset without it being opened before you get it and no hassle from DHF about paying duty plus commission!

  5. At this stage Wiggle have not commented on stocking and selling locally, however other Australian based online shops are extremely competitive so time will tell.

    While overseas shops attract criticism, I will stress that there are extremely successful locally based online shops which compete against traditional retailers.

    It is worth noting that much of the popularity of online shops, both local and overseas is due to their active promotion and embracing the internet.

  6. Enzo says:

    More than the office location, it is important to understand which business entity fiscally based where will invoice customers, because this can make a massive huge difference.
    To those criticizing LBS: true some can be very expensive however their higher prices are due to MaSSive overheads from Real Estate, Insurances and others.