Rapha has set up a partnership with Wiggle, the British online and offline cycling retailer that has since merged with Chain Reaction Cycles. Certain items from Rapha's Core, Classic and Pro Team collections already appear on the Wiggle website. The partnership's stated purpose is to eliminate redundancies at Rapha's London headquarters, cut costs and boost its wholesale business. According to Bike Radar, Rapha's chief executive, Simon Mottram, describes the partnership as an attempt to reach more cyclists. Rapha had previously conducted a targeted wholesale business through Evans Cycles, which has just changed ownership (see the article in this issue) but then reverted to direct-to-consumer sales. Founded in 2004, Rapha was acquired last year by Steuart and Tom Walton, the grandsons of Walmart founder Sam Walton. The company has increased sales by 25 percent annually since its founding.

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