British bike brand Whyte Bikes is returning to the US market with direct operations and an exclusive commitment to the independent bicycle dealer (IBD) channel.
The company is rolling out a long-term North American plan based on three key pillars: direct US operations, an exclusive commitment to IBDs, and a phased regional rollout.
Whyte Bikes is launching its US return with an initial dealer network across the Western States, before expanding to other regions.
Leading the product range for the market entry are the Karve and Karve EVO, the company’s new Avinox-powered eMTB platforms. The Karve is a 160mm trail and enduro eMTB, while the Karve EVO is a 180mm gravity-focused model built for bike parks and big mountain terrain.
Nikki Hawyes, CEO of Whyte Bikes said “We’re taking a focused approach to building Whyte in the US. 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.”
The brand will support US retailers directly through its own North American operations. Every Whyte frame comes with a lifetime frame and pivot bearing warranty.
Victor Sandrin, Director of North American Sales Operations at Whyte Bikes said “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.
“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.”
Sandrin will begin meeting prospective US dealers in September 2026. Initial inventory is scheduled to land in February 2027, ahead of the spring season.
The Karve platform includes the full carbon fibre-framed Karve RSX, a full 29er trail and enduro eMTB available in two models:
- Karve RS (US$7,599)
- Karve RSX (US$10,399)
- The 180mm-travel, MX-wheeled Karve EVO gravity eMTB is also available in two models:
- Karve EVO RS (US$7,599)
- Karve EVO RSX (US$9,799)
