Sigma Sports, the UK’s leading premium cycling and triathlon retailer, has confirmed the launch of a new marketplace scheduled for summer 2026. The retailer is currently recruiting founding partners and specialist sellers to join the platform, which is powered by Mirakl.
The move marks a shift for the 32-year-old business, offering third-party sellers… ‘a high-converting channel with 10 million sessions per year and 155,000 active customers.’
Sigma Sports reports an average order value (AOV) of £179, which it notes is three times the UK e-commerce average.
For sellers, the marketplace model offers pricing control and competitive commission rates compared to traditional wholesale markups. Sigma Sports will manage all customer service and returns, while sellers retain control over fulfilment and branding. The platform is launching into the retailer’s peak season, which saw 3.7 million sessions and 94,000 orders between May and August in previous years.
James McEuen, Chief Executive Officer at Sigma Sports, said “We’ve always been selective about what we sell and who we work with – it’s how we’ve built 32 years of trust with our customers. The marketplace extends that approach to a wider set of partners, and Mirakl’s technology makes the experience seamless for sellers and customers alike. We’re looking for sellers who share our standards and want access to the most engaged cycling and triathlon audience in the UK.”
The marketplace categories currently recruiting for brands to get involved include:
- Road & gravel
- Triathlon & swim (including wetsuits and trisuits)
- Sports nutrition & supplements
- Bike parts & accessories
- Running footwear and apparel
The aim is to incorporate brands and specialists who can extend choice and availability across Sigma’s core categories. The new marketplace platform is built on Mirakl’s enterprise solution, which powers more than 450 organisations globally, including sports retailer Decathlon and clothing retailer ASOS. The system allows for simple product listing via a portal or API, real-time order management, and automated weekly payments.
Simon Dyer, RVP Northern Europe & Middle East at Mirakl, said “The best marketplace partnerships create value at every level, and Sigma Sports is a strong example of that. Sellers get access to a high-converting, loyal audience they couldn’t reach on their own, with Mirakl’s tools making onboarding and operations genuinely straightforward.”
Sigma Sports adds that it maintains a 70+ Net Promoter Score (NPS) and a five-star Trustpilot rating. The retailer intends for the marketplace to expand its product range without compromising the curated, premium experience for which its stores in Hampton Wick, southern England, and elsewhere are known.
