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Wiggle started out as a small independent bike shop called ‘Butler Cycles’ - based in Portsmouth, UK.
Mitch Dall, the founder of Wiggle, bought the shop in 1995; it had already been trading for over 50 years. After the purchase, the shop moved premises, but remained a bike retailer; it also changed names to “Bikes @ Butlers” to reflect a new interest in online trading.
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