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Sales up to now could be Wiggle filling their war chest and lowering their liabilities to convince the parent co. to keep the lights on
Given they're in administration I think it's a bit late for that but I presume they're trying to sell the business as a going concern.
The thing I've learnt here is always read the small print on websites. If you didn't know already and hadn't read right down to the very bottom of the page you wouldn't know they were in admin.
Fire sale?