Британский бренд Whyte Bikes возвращается в США, сделав ставку на независимые дилеры

Whyte Bikes is returning to the United States – and according to the brand, this time, independent dealers are the whole point of the strategy, not an afterthought to it. The British brand has unveiled a long-term North American plan built on three pillars: direct US operations, an exclusive commitment to the IBD channel, and a phased regional rollout designed to give retailers a better partnership from day one. Leading the range are Karve and Karve EVO, Whyte’s new Avinox-powered eMTB platforms generating serious buzz since before Sea Otter earlier this year. Karve is a 160mm trail and enduro eMTB and Karve EVO is its 180mm gravity-focused sibling, built for bike parks and big mountain terrain. Whyte is launching with what the brand describes “focus and ambition”, building an initial network of dealers across the Western States and expanding as excitement and momentum grow. “We’re taking a focused approach to building Whyte in the US,” said Nikki Hawyes, CEO of Whyte Bikes. “We want to build the right way by partnering with great retailers, earning riders’ trust and growing region by region, to create a strong foundation for long-term success.” Crucially, Whyte will support retailers directly through its own North American operation – meaning closer relationships, attractive margins, accessible opening orders and genuinely responsive service. “Establishing our own direct operations in North America was the clear choice, and selling exclusively through the independent bicycle dealer channel was central to that decision,” said Victor Sandrin, Whyte’s Director of North American Sales Operations; an industry veteran with extensive experience of bringing new brands to the US market. “We want to partner with outstanding retailers who share our commitment to putting the right bike, with the right support, into every customer’s hands. Our goal is to become one of the easiest premium brands for dealers to do business with.” Every Whyte frame comes backed by a lifetime frame and pivot bearing warranty, as standard. Victor Sandrin begins meeting prospective dealers from September 2026, with initial inventory landing February 2027, ahead of the spring season. Dealers in the Western States interested in stocking Whyte should get in touch now: Victor Sandrin, Director of North American Sales Operations - Email: [email protected] - Cell: +1 (971) 293-5955