Whyte Bikes re-entering US market with dealer-direct approach
September 22, 2026
Victor Sandrin’s 36-year industry experience includes introducing and growing brands in the U.S., most notably Spank in 2013. While Spank had a presence here before his arrival, Sandrin expanded it by creating a distribution network.
With the September announcement of Whyte Bikes re-entering the U.S. market, Sandrin has been tasked as director of North American sales operations with a different strategy: building out a direct-to-dealer program, forgoing the distributor model, and committing to IBD sales. Whyte also will re-enter the German and Austrian markets with a similar direct-to-dealer model. Bicycle Retailer
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