Time Bike and Pedal Business Has Been Sold

Groupe Rossignol has announced the sale of the Time bike and pedal business to WhaTTfornow, a four-year-old e-bike brand.

Rossignol said it would concentrate its bike market activities on its Felt and Rossignol bike brands instead of Time, which has failed to reach sales goals since its acquisition in 2016.

According to the release, the sale includes all Time’s activities, including the production of carbon frames and forks in Gajary in Slovakia, as well as the design and marketing of pedals manufactured in the Rossignol factory in Nevers, France. Rossignol will apparently retain the Nevers factory and manufacture the pedals for WhatTTfornow.

Time’s exclusive Australian Distributor is BikeSportz.


  1. Harrison Douglas on 6th December 2021 at 11:36 am

    Hi team,

    South Side Distribution will be taking over as the exclusive distributor of TIME Bicycles in Australia moving forward from BikeSportz, with first stock shipments arriving in early 2022.

    Any questions, don’t hesitate to reach out to us.

    Kind Regards, Harrison

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