What: Frasers Group announces the relaunch of Wiggle and Chain Reaction websites next week.

Why it is important: This move signifies Frasers Group's ambition to become Europe's leading sporting goods retailer and emphasizes the potential revival and expansion of Wiggle and Chain Reaction's renowned in-house brands through new partnerships and international distribution opportunities.

Frasers Group is set to relaunch the online platforms of Wiggle and Chain Reaction, following their acquisition from administration for under GBP 10 million. The relaunch aims to not only revive these established cycling and sports brands but also to explore and establish commercial partnerships to expand and develop their in-house brands, such as Dhb, Nukeproof, and Vitus Bikes. This development aligns with Frasers Group's strategic goal of dominating the European sporting goods retail market and leverages the acquired brands' recognition to foster growth through partnerships and international distribution. The collapse of Wiggle in October led to job losses for 447 employees, highlighting the challenges faced by the company prior to its acquisition by Frasers.

Frasers to relaunch Wiggle and Chain Reaction next week