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‘Should our strategy include a physical retail presence? If so, what would it look like, how would it work and where should it be? We used Dana’s knowledge, broad industry connections and insight to advise on the answers.’

Humphrey Cobbold
Wiggle
CEO
Wiggle store concept

The UK’s leading internet bicycle and triathlon retailer, this private equity backed business wanted to know if they should open a bricks and mortar format and, if they did, what should the proposition be?

As the company runs lean, I met the Directors to gain their views prior to preparing a detailed feasibility study. This involved studying their market, their competition and their existing customers (using listening groups and surveys to understand their desires); reviewing possible real estate options and locations; developing an overview for the store design to understand the capital expenditure required; selecting the range and defining an operating model and then, with the Directors, creating a P&L for the store. This detailed feasibility would enable the critical decision to be taken of if, and when, they opened a physical store. I lead the process (utilizing internal and external expertise) and then co-authored the final report with the CEO.

Wiggle store concept
Wiggle store concept