You do not need to perform custom sorting in order to sort by DisplayMember. You should set the DisplayMemberSort property of the GridViewComboBoxColumn to true and this will sort by the DisplayMember for you.
Generally speaking, it is more recommended to use the built-in sorting mechanisms where applicable. Still, in the case of a greater amount of records in this case, there could be a delay, because the display members should be first looked up on top of the value members and only then they can be sorted.
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