Grofa Action Sports GmbH will become the exclusive distributor of bicycle electronics brand Bryton in Germany and Austria from August 2026, expanding its sports-performance portfolio with GPS bike computers, sensors and radar-based safety solutions.

Bryton’s product range is aimed at both performance-oriented cyclists and price-conscious recreational riders. In addition to distribution, Grofa will be responsible for developing the brand in both markets, including dealer support as well as marketing, product management and service.

“With Bryton, we are strategically expanding our Sports Performance segment into electronics. The brand combines innovative technology, relevant features and attractive price points, offering specialist retailers a strong alternative in a dynamically growing product segment,” said Michael Benner, Director Business Unit Parts & Accessories at Grofa.

The two companies will work together to increase Bryton’s visibility and availability in Germany and Austria.

The full Bryton product range is scheduled to become available from Grofa’s warehouse during August. Retail partners will be supported directly by Grofa’s sales team. According to Grofa, short delivery routes and reliable product availability will support cooperation with specialist bicycle retailers.

The distribution agreement continues Grofa’s expansion of its sports-performance business. The partnership aims to establish Bryton as a high-performance and competitively priced bicycle electronics brand in the specialist retail channel and to pursue further growth in the segment together with retail partners.

Photo: Bryton