If there's a MAMIL in your life – a middle-aged man in Lycra – you may have heard them bemoan the recent collapse of British cycling and outdoor products website Wiggle, which was revealed to have had IT infrastructure in a state that scared away potential buyer.
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Wiggle was a very popular site, as it had an impressive selection at great prices. Its house brands – particularly the DhB Lycra range – were much cheaper than many bike brands, some of which somehow charge $500 or more for a full set of skintight kit.
The site won friends around the world because it delivered almost everywhere – fast. In some places, it even partnered with local bike shops, allowing customers to order bikes or parts and have a nearby mechanic do the work. This arrangement appealed because the effects of global retailers buying in bulk and offering deep discounts – thereby pricing locals out of the market – is a matter of concern in the cycling community.
Wiggle was therefore mostly considered an example of e-commerce done well and well thought out.
