1st October 2026 – Hastings, UK: British bike brand Whyte has signed an exclusive distribution agreement with Royal Vélo France (RVF), the premium French distributor. RVF will bring Whyte's mountain bike, gravel and urban/trekking ranges to French dealers, led by the Avinox-powered Karve and Karve EVO eMTBs. RVF begins selling into dealers straight after the Roc d'Azur in mid-October, with bikes arriving in store from Spring 2027.
"It is with great pleasure that we welcome Whyte Bikes to the Royal Vélo France portfolio. As one of the most respected mountain bike brands in the United Kingdom, Whyte has earned its reputation through forward-thinking design and bikes engineered for the most demanding terrain. We are honoured to have been entrusted with the brand's launch in France, and we are fully committed to ensuring its success with our dealer network and French riders alike," said Paul Didier, CEO of Royal Vélo France.
"Having Whyte represented in France has been a personal ambition of mine since joining the business. France is where I first fell in love with mountain biking, so it's incredibly rewarding to see Whyte partnering with Royal Vélo France, a distributor I know first-hand and have a huge amount of respect for. France offers some of the best riding in the world, and I can't wait to see more riders discovering our bikes on those fantastic trails. I'm already looking forward to seeing Whyte out on the mountains myself next summer," said Nikki Hawyes, CEO of Whyte Bikes.
Dealer support
RVF will manage sales, stock, warranty, spare parts, dealer training, and credit control for Whyte in France, with RVF and Whyte working together on regional marketing. Dealers interested in stocking Whyte should contact their RVF sales representative or email: serviceclient@royalvelofrance.com.
See Whyte at Roc d'Azur
French dealers and media can get a first look at the Whyte range on the RVF stand at the Roc d'Azur in Fréjus, 8–11 October 2026, where Karve, Karve EVO and selected models will be on display. The RVF and Whyte teams will be on hand to meet dealers interested in stocking the brand ahead of its Spring 2027 launch. Interested dealers should register their interest with RVF via email: serviceclient@royalvelofrance.com.
Continued European expansion
The agreement follows Whyte's recent return to the United States, Germany and Austria as the brand re-establishes itself in key international markets.
Any distributors interested in Whyte should contact Whyte's International Sales Director, Jordan Frampton, via jordanframpton@whytebikes.com.
About RVF
Established in 1977, Royal Vélo France (RVF) is a key player in the French cycling industry, specializing in the distribution and commercial development of more than 30 premium bicycle brands and accessories. With a strong network of retailers and long-standing partnerships, RVF has built a solid reputation for reliability, market expertise, and service excellence. Headquartered in the Troyes area, France, RVF combines deep industry knowledge with a results-driven approach, supporting brands in achieving sustainable growth across the French market.
Learn more at: royalvelofrance.fr
About Whyte
Progressive British design
Founded in 1999, Whyte was born when British engineering met Formula 1 technology – bringing a whole different approach to mountain bike design. Today, we still design and test every bike in the UK, from our base in Hastings to our Design Centre in Cheltenham. Our small, agile team moves fast, delivering serious performance and quality for riders – without the boutique price tag. We offer a fresh alternative: small-batch bikes, built right, and proven to last in the toughest conditions. We’ve also picked up a few awards along the way, so we must be doing something right*.
Learn more at: whytebikes.com.
*30+ international ‘Bike Of The Year’ awards and test wins since 1999.
