Wiggle has picked up a prize at the annual Oracle Retail Week Awards for its own Verenti brand.
The cycle retailer won the 'Product Innovation' prize ahead of entries from Waitrose, Tesco, Boots, the Conran Group, Asda and other high profile contenders.
Wiggle also scored two nominations at the Awards for 'Growing Retailer of the Year' and 'Non-Store Retailer of the Year'.
“To be recognised as retail innovators, and scooping this hotly-contested award over the likes of Waitrose, Tesco and Boots is a great honour for Wiggle, and demonstrates how we now have a place among the best retailers in the country," commented Wiggle's marketing director Martin Talbot.
"We had ambitious plans for Verenti, which have now been recognised and celebrated by our peers. The award and two nominations are a testament to our hardworking team.”
Verenti was created to take advantage of the growing popularity of sportive rides and a rise in 'MAMILs' (middle aged men in lycra) searching the Wiggle site for specialised bikes and kit. Wiggle assembled an in-house team of designers, researchers and testers to create the fully customisable range.
Retail Week editor Tim Danaher added: “The quality of entries this year was extraordinary. Wiggle’s story is truly remarkable, reflecting the entrepreneurship that is the lifeblood of the retail industry. The ability to develop an own label as part of a growing online retailer highlights just what a forward thinking business Wiggle is. Spotting a gap in the market as 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 events.”