A new name is on the way for motorcycle parts and accessories outlet WhitesMoto, with the business promising the same people, service and support under its new MotoFactory identity.
WhitesMoto is becoming MotoFactory, announcing the change in an email to customers that describes the new brand as “built to deliver a better experience for riders”.
While the announcement signals a fresh identity, the company says the team behind the business will remain.
“While the name is changing, the people behind it aren’t,” the email says. “You’ll still get the same service, the same support, and the same passion for powersports.”
“What’s changing is how we bring it all together.”
WhitesMoto is the online retail arm of Whites Powersports Australia, created to help riders find, browse and order motorcycle products. The wider distribution business also supplies a network of authorised motorcycle dealers across Australia.
Its roots stretch back to New Zealand in 1952, when William “Bill” White established W. White Wholesale. The business later became Whites Powersports and expanded into Australia in 2014 with the purchase of Melbourne’s Birdman Accessories. Australian distribution appointments have included LS2 helmets in 2018, Oxford products in 2019 and Leatt in 2022.
For riders, that translates into a broad range covering riding gear, accessories, replacement parts and workshop essentials. WhitesMoto’s catalogue includes LS2 road and adventure helmets, Leatt protective equipment and boots, and brands such as Oxford, Giant Loop, Motobatt and Putoline.
Products of interest to road and adventure riders include Garmin’s zūmo XT2 navigation unit, Denali SoundBomb horns and Whites heated grips. Routine maintenance is covered by products including K&N oil filters, NGK spark plugs, All Balls Racing bearing and seal kits, and XAM chains.
The MotoFactory announcement marks the next step for the customer-facing brand, with continuity of service central to its message. Further details of the transition are yet to be outlined.
You can check out the full product range at this link.
