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  1. 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

  2. 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

  3. Serotta's New Industry Purchase Program

    of their dreams,” said Dave Powers, director of global sales for Serotta. “If that bike is a Serotta, we want to do ...

    Posted October 16, 2007 in North America

  4. 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

  5. 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

  6. 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

  7. 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

  8. Serotta Sport Names Mavis President

    Serotta Sport management team is comprised of Bonnie Mavis as vice president of sales, a 17-year veteran ...

    Posted April 15, 2010 in North America

  9. Serotta, Blue and Mad Fiber consolidated under Divine Cycling Group

    not released except that Blue and Serotta shareholders will become shareholders in DCG and be represented on DCG's board. Serotta was founded in 1972 by Ben Serotta. The company has been through several ...

    Posted June 19, 2013 in Industry News

  10. Saratoga Frameworks factory shuts down

    he was a board member and principal in the Divine Cycling Group, which had bought the Serotta bike ...

    Posted March 13, 2014 in North America