TIME Bicycles Re-enters North America, Signs with Velo Premiere for IBD Sales Management 


SALT LAKE CITY, Utah (May 5, 2022) — Cardinal Cycling Group, parent company of TIME Bicycles, is pleased to announce the re-entry of the brand to North American retailers. 

“It has been 18 months since we acquired TIME Bicycles from Groupe Rossignol and we are finally ready to re-enter the North American markets. With the recent updates we have made to the road range, the introduction of our new ADHX fast- gravel model and complete bike availability, we are ready to expand our IBD network in North America,” says Tony Karklins, CEO of Cardinal Cycling Group. 

Velo Premiere, a new venture started by Rotor Bike Components’ Lori Barrett, has been hired to manage IBD sales for North America effective May 1. Lori and her team will manage inside and outside IBD sales and fulfill TIME orders from both TIME’s European factory as well as TIME’s new USA assembly facility. Framesets are in good supply now, with complete bicycles becoming available the last week of May. Pre-orders for complete bikes begin May 6. 

TIME's new ADHX Gravel bike, built with Campagnolo's Ekar gravel group. Photo courtesy Velo Premiere/Time Bicycles America
TIME’s new ADHX Gravel bike, built with Campagnolo’s Ekar gravel group. Photo courtesy Velo Premiere/Time Bicycles America

“We are thrilled to be working with TIME Bicycles. As one of the most prestigious brands in cycling, TIME is a perfect fit for our services at Velo Premiere. With TIME’s production being 100% in Europe, we know their quality & technology are unrivaled. And as we all know, it is a good time to have a supply chain that is unaffected by Asian factory delays. We are excited to support this legendary brand in bike shops across the country,” says Lori Barrett, Managing Director of Velo Premiere. 

For further information, please contact: 

[email protected] 
[email protected] 
[email protected] 
[email protected] 
Phone: (888) 912-2110 

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