They've also spent wisely on marketing and PR in the right areas.
Canyon doing something right…
https://bikebiz.com/canyon-continues-growth-trajectory-with-year-on-year-sales-up-23/amp/
Lots of convenient excuses around for poorly managed companies to fail ATM.
ExactlyWiggle’s failure is due to the parent company pulling finance as they are under pressure worldwide across many markets. Very little, if at all really due to Brexit or the location of their warehouses.
It makes utter sense that if a company continues to invest wisely in it's customer experience, it will pay back. Cutting corners & costs at what seems the right time will only end in suffering for the company & it's products/services. It sounds like a gamble, it probably is but without customers a company is nothing. This is a view seldom held by shareholders though.