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Custom builder Eldridge launches Wraith stock line

Published May 21, 2014

COLUMBUS, Ohio (BRAIN) — Adam Eldridge, the framebuilder behind custom steel road and cyclocross label Stanridge Speed Cycles, has launched a new U.S.-built stock bike line under the Wraith Fabrication brand.

The Wraith line will allow Eldridge to serve customers at lower price points and eliminate wait times while still providing “frames with the best possible Columbus tubing,” according to a release. Fit and shipping are free.

“It’s an honest, sincere desire to fit folks on the best bikes possible. No over-design, just simple items made from the best materials available,” Eldridge said.

Eldridge is making some of the frames himself but has also enlisted outside builders. He views Wraith as a collaborative project between himself and friends in the framebuilding community, but will personally have a hand in every bike produced, according to spokesman Billy Sinkford.

Both road and ’cross models are available. The Hustle road frame is made with Columbus Life tubing with upgraded Life S-bend stays, while the Paycheck ’cross frame’s main triangle is Columbus Life and the stays are Zona S-bend. Both bikes include the newly released Columbus FEL 1.5-inch tapered fork. 

Framesets are currently priced at $1,090 — going up to $1,190 after the first batch of 30 frames sell out — and are available for pre-order consumer direct on the Wraith website, wraithfabrication.com.

While Eldridge is selling direct to consumers at the moment, he hopes to sign up IBDs and offer framesets at the $1,190 MSRP and still deliver margins at or near keystone, Sinkford said.

Interested dealers can reach Eldridge at adam@wraithfabrication.com.

 

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