March 18, 2011 15:53 ET

Wiggle Bike Shop Triumphs Over Retail Giants to Win Prestigious Innovation Award

LONDON, UNITED KINGDOM--(Marketwire - March 18, 2011) - Verenti - Wiggle's unique brand of sportive road bikes - won the Product Innovation title at last night's Oracle Retail Awards, triumphing over Waitrose, Tesco, Boots, The Conran Group and Asda to take the win. With entries from almost every major retailer in the UK, simply reaching the shortlist was an achievement in itself. Wiggle had also been shortlisted in two other categories: Non Store Retailer of the Year and Growing Retailer of the Year.

More than 1,600 retailers gathered at the awards ceremony, widely regarded as the Oscars of the retailing world, at the Grosvenor House Hotel in London. Among them was Wiggle's director of marketing Martin Talbot.

He said: "Achieving a nomination at these awards - let alone winning one - is an extremely creditable thing to do as they are open to every retailer in the country.  It is a testament to Wiggle and our hardworking staff that we achieved three nominations.  To go one step further on the night and win the award for Product Innovation of the Year for the Verenti road bike is terrific.   To have taken the title over the likes of Waitrose, Tesco and Boots is a great achievement and demonstrates that Wiggle has a place among the best retailers in the country."

Tim Danaher, editor of Retail Week, said: "The quality of entries this year was extraordinary, as you can see from our list of finalists. Wiggle's story is truly remarkable, reflecting the entrepreneurship which is the lifeblood of the retail industry. The ability to develop an own label brand as a growing online business highlights what a forward thinking business Wiggle is."

The Verenti range was launched as cycle sportive events - non-competitive, long distance organised rides - began to take off in the UK and become incredibly popular with a demographic now commonly referred to as MAMILs (middle aged men in Lycra). Wiggle bikes received top reviews from experts in the cycle media and sales both in the UK and internationally proved the range's popularity.

Of Verenti, Tim Danaher added: "Spotting a gap in the market as cycle sportive events continued to boom, Wiggle assembled a dedicated in-house team of designers, researchers and testers to develop the Verenti range specifically for these type of sportive events."

For more news on Wiggle's award and photographs from the ceremony, visit the Wiggle blog.

Wiggle is quickly growing accustomed to glitzy award ceremonies, having won the Cross Border e-Retail title at the e-Commerce Awards for Excellence last October as well as BikeBiz's Online Retailer of the Year for the second year running. Last summer, Experian Hitwise UK named Wiggle as Britain's most visited bike website for the first half of 2010, a title it has enjoyed every year since 2006. Wiggle was also ranked fourth overall in the sport and fitness retail industry sector. And the accolades don't stop there: for seven years running Wiggle has won Best Mail Order Company in 220 Triathlon Magazine's awards.

About Wiggle

Wiggle.co.uk started as Butlers Cycles, a small independent bike shop in Portsmouth which had been trading since 1920. After initial success selling bike parts and other items online, Wiggle.co.uk was officially launched in 1999. From there, it has expanded to the current 45,000 sq foot warehouse where at any time there can be more than 250,000 products in stock. In 2010, we won several awards including the title of Cross Border e-Retailer of the Year at the e-Commerce Awards for Excellence and Online Bike Retailer of the Year at the BikeBiz Awards. We have also been named Britain's most visited cycle website by Experian Hitwise UK every year since 2006.

Our success is driven by the fact that we have always believed the customer is central to everything we do. We are committed - as fellow active sports enthusiasts, Internet users and hardworking people - to ensuring our customers are always satisfied. The majority of people who work at Wiggle are keen cyclists and sports fans and this is reflected through our passionate service, attention to detail and extensive range of exclusive brands and products. With brands such as dhb, Verenti and Focus Bikes we deal directly with the manufacturers, shaping and tweaking the features and specifications to ensure the product our customer buys is exactly what a true sports enthusiast would want. For more information, please visit www.wiggle.co.uk.

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