Whyte Bikes Secures Investment to Grow Overseas & Expand Bike Range

Mar 1, 2021
by James Smurthwaite  
Whyte S-120 review

Whyte Bikes has secured an undisclosed investment from Cairngorm Capital to help it grow internationally and expand its eMTB offerings.

The investment has been driven by a strong 2020 for the UK-based brand that saw a four-fold increase in its profits to nearly £2 million. It is one of a number of investments in bike brands following the COVID bike boom, following on the back of Groupe Bruxelles Lambert taking a majority stake in Canyon Bicycles, Mavic being saved by the Bourellier Group and Atherton Bikes securing 600,000GBP in crowdfunding.

Whyte is best known for its progressive trail bikes (or maybe its dispute with the Rich Energy Formula 1 team) but in recent years has expanded into gravel, commuter, youth and strong-selling e-bikes. It's these ebikes that seem to be a big draw for Cairngorm who say, "The firm’s investment will allow Whyte to develop its product portfolio, including broadening its range of industry-leading e-bikes". Cairngorm are also able to bring management expertise and international sales experience to develop Whyte’s brand presence in its existing markets and to help it spread its reach into new territories.

Whyte's board will now be led by David Hill, who joins as non-executive chairman, which will allow Guy Farrant, Whyte's managing director and founder, to focus on trendspotting and driving Whyte’s strategic vision.

This is Cairngorm Capital’s 30th investment since 2016 and marks its entry into the bicycle sector. The firm’s investment was led by Neil McGill and Mutsa Mutembwa. Neil explained, “Whyte is a superb business with exciting growth prospects and an exceptional management team. Our firm believes that the trend towards increased participation in cycling driven by changing lifestyles, environmental considerations and government policy support will endure over the long term. As a leading UK brand with a range of award-winning bikes, Whyte is well placed to benefit. We are delighted to be able to partner with Guy and his team.”

Derek Farrant, Whyte’s founder, said, “This is a new chapter for Whyte and represents a natural progression for me – Guy is a very capable MD of the business and has been shaping Whyte to his own vision over the last seven years. This is an exciting time for all involved in Whyte’s future and I have every expectation of its success, under the ongoing stewardship of Guy and the management team.”

Guy Farrant, Whyte’s Managing Director, added, “On behalf of all at Whyte, I would like to welcome David to our company and Cairngorm Capital as partners – we look forward to working together. This partnership provides Whyte with the resources and expertise to undertake a series of initiatives that will enhance the quality of our offering, extend our product range and ultimately, benefit our customers and riders.”

More info, here.


  • 105 7
 You know how rocky mountain adds "power play" to the name for their ebikes... Lets hope Whyte doesn't use a similar naming scheme. Might accidentally sound racist.
  • 141 9
 I feel guilty about making that joke. I’d also feel a little guilty about buying an e bike. Perhaps Whyte should name their ebike “guilt”. i.e. Whyte Guilt.
  • 47 0
 Ebikes are heavy, which is definitely a burden while riding. And they'll obviously have to offer gender specific models. I predict the Whyte Mans Burden.
  • 40 1
 Whyte Privlege....up and down.
  • 14 1
 Whyte Flyte to escape that inner city pressure
  • 7 1
 Perhaps you’re too young to remember but you used to be able to buy forks emblazoned with the words ‘white power’. I think the company still exists but it now uses the much more p.c. WP badge
  • 2 0
 @Hookem34: Yeah, this is perfect.
  • 4 0
 so no Devil model name anytime soon? lol
  • 4 0
 The Whyte Riot might go down well with ageing punks.
  • 3 0
 Zombie. Whyte Zombie......
  • 5 0
 If they sponsor an enduro it would be the Whyte Race
  • 1 2
  • 6 1
 @thousender: I mulled it over and Supremacy would be the only apt name for an ebike, since it's faster than those other bikes LOL
  • 3 1
 @kcy4130: I have a sticker on my tool box from my Moto days that says "white power filter" I feel a little guilty about. Tried to scrape it off a couple times. Feel your pain.
  • 2 0
 @matadorCE: How about a lower-spec'd model called the Identity, and a ranger topper called the Ultimatum?
  • 1 0
 @sngltrkmnd: I'd think the top of the line model would be called the Privilege lol
  • 3 0
 or a strategically placed 100% sticker..............
  • 3 1
 It won't be long until Whyte may be shamed into changing their brand name.
  • 42 0
 So now they’re Rich?
  • 11 1
 Depends if Beardyman ever paid up or not.
  • 18 0
 They should get into F1 racing
  • 13 0
 Coke is boycotting this.
  • 10 0
 It's great the bike companies have done quite well out of the pandemic but sales will definitely drop when people can go back to the pub!
  • 3 0
  • 7 0
 and shop - I think shopping must be the favourite past time of the average Brit. Just think all these poor people having to go out and get fresh air and exercise for months now and being deprived of their mall-trudging and KFC every weekend. Roll on April 12 - trails will be free-er, second-hand, barely-used bikes a-plenty, Companies will realise now half their target market is back in the pub or the shops at the weekend they don't need to keep pushing ebikes .
  • 1 0
 Came to comment to props someone saying this. I hope not just a knee jerk response to the COVID bubble, it will burst before they can turn this into a fully implemented model.
  • 10 1
 Glad to see Rich Energy branching out
  • 1 0
 Came here to say this
  • 8 1
 Maybe we can get a half-decent US distributor ...
  • 2 3
  • 2 23
flag drakefan705 (Mar 1, 2021 at 15:30) (Below Threshold)
 North America doesn't want these ugly ass bikes
  • 7 1
 They make some of the best made best price HT's out there. Shocking value tbh.
  • 7 2
 im not sure what there going to do with that car heading towards the bike
  • 3 0
 Hopefully they'll invest some money in better internal cable routing.
  • 2 0
 And shorter chainstays for their hardtails!
  • 4 3
 Rich energy is rumored to be making an F1 comeback meanwhile their mountain biking brand is expanding William Storey is a true buisness genius
  • 1 0
 Just as long as they hold onto Sam Shucksmith.
  • 1 0
 That looks like my 2016 Orbea Occam TR. Interesting.

Post a Comment

Copyright © 2000 - 2021. Pinkbike.com. All rights reserved.
dv56 0.010229
Mobile Version of Website