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  1. Ben Serotta: 'I will build bikes another day'

    Ben Serotta

    I?' " Serotta told BRAIN on Wednesday. "This is a great business to be in. Every time I go ...

    Posted July 31, 2013 in North America

  2. Serotta offers stock frame sizes

    SARATOGA SPRINGS, NY (BRAIN) — Serotta is introducing a line of stock frames, allowing dealers to put stock Serottas on their salesfloors or make them available for special order much more quickly than the company's custom frames. "They're Serottas without ...

    Posted September 5, 2012 in North America

  3. Alchemy Bicycle works with Ben Serotta on retail strategy

    Alchemy's new POP display.

    Serotta. "Alchemy has a fabulous foundation, a great and committed ownership and staff, ...

    Posted February 20, 2014 in North America

  4. Divine tells local paper that Serotta shutdown is temporary

    the CEO of Serotta, and company founder Ben Serotta each told BRAIN that the company had run out of money and had shut down its California factory. Watkins and Serotta said a limited staff was completing ...

    Posted August 1, 2013 in Industry News

  5. Castelli, Serotta to Co-Brand Apparel

    PORTLAND, OR (BRAIN)—If you’re a fan of Serotta bicycles and the Castelli scorpion, you’re in luck. The two brands have teamed up to craft a collection of Serotta-branded cycling apparel. The co-branded “Serotta Collection by Castelli” features Castelli-designed men’s and women’s jerseys, shorts, ...

    Posted October 16, 2007 in North America

  6. Cafe Roubaix blowup, Serotta saga dominate BRAIN traffic in 2013

    Serotta's letter to the cycling community . (Aug. 7) The second most viewed article was an open letter from ...

    Posted December 29, 2013 in Industry News

  7. Serotta lowers prices, accepting frame orders

    Steven Breault inspects a new Serotta frame on Wednesday. Photo courtesy Serotta.

    brands.   Serotta was merged with Blue Competition Cycles and Mad Fiber Wheels in June as part of the Divine Cycling Group. In July, company founder Ben Serotta said he was winding down bike production ...

    Posted August 22, 2013 in North America

  8. Divine Cycling Group turmoil continues: Blue on the block, Serotta divided

    that were never delivered. Harad said he is aware of the dispute but can't comment on it. Serotta ...

    Posted September 12, 2013 in Industry News

  9. Serotta lays off 40% of workforce, planning shutdown

    was not immediately available to comment. Watkins said Serotta has closed its factory in Poway, California, and laid off all the employees there.  Serotta's remaining  bike builders in New York were working ...

    Posted July 31, 2013 in North America

  10. Ben Serotta's letter to the cycling community

    Ben Serotta

    In the wake of the last few weeks of frenzied reporting and announcements of what’s been going at Serotta ...

    Posted August 7, 2013 in North America