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Serotta Cycling Announces New Trade Policies.

Published January 13, 2022

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January 12, 2022, Saratoga, NY

Entering its 50th year of bicycle making, Serotta Cycling announces three new business policies opening broader access to the brand.

"Question. Adjust. Evolve. Innovate. Gratify. Words to live by and which have been in the DNA of Serotta since its inception. As a consumer-facing company for truly bespoke products, we are focused on identifying both the barriers that may impede connecting with our customers, and the opportunities to deliver a net experience that is exceptional. In this spirit, I'm excited to announce some new sales policies as we start our 50th season of bicycle making," says company 'capo' Ben Serotta.

First up, cyclists wishing to purchase a bicycle through their favorite IBD can now do so.

Commenting that in contrast to the typical supplier/retailer relationship, Serotta further stated, "recognizing that each build-to-order bicycle is unique, not to mention expensive, it is not in anyone's best interest to try to force a retailer to stock numerous bicycles on the floor that more than likely are not the perfect match for a given cyclist, as only Serotta can deliver. For our company, this move is about providing greater access to Serotta for our clients who prefer a brick-and-mortar purchasing experience, while presenting an immediate, mutually beneficial opportunity to build relationships with the highest quality retailers."

Recognizing the work that is involved in the custom build process, Serotta is passing along one of the most generous retailer margins in the industry. Breaking with industry tradition where retailer margin and sales volume go hand in hand, Serotta sees the key issue is that providing a professional level experience to each customer deserves a professional's level compensation.

The process can start by either the consumer or retailer reaching out directly to Serotta.

Retailers wishing to purchase a frameset for themselves, a customer, or to establish a formal ongoing relationship with Serotta (including the right to market the relationship) should contact Brenda Lyons, Serotta's Director of Business Development at

'Partner Retailer' designations, which will be very limited at fewer than 20 global, are based on geographic region on a case-by-case basis.

Next, Serotta is lifting its complete-bicycle-only policy accommodating frameset sales on a limited basis.

Commenting on supply chain concerns, Serotta offered, "We have orders placed for all top tier component groups from the leading suppliers, but like everyone else, do not expect deliveries to match our demand. So, we've made some adjustments to our policies to make it possible for more cyclists to enjoy a new Serotta. Many cyclists wishing to purchase a new rim brake model have a garage full of wheels and highly serviceable components already in hand and simply do not need or want a completely new set of components. With supply shortages expected to continue into 2023 for disc brake models, offering frameset sales enables the determined shopper to directly source individual components from anywhere in the world."

Of course, Serotta's primary concern is always for the safety of the cyclist. Consumers who purchase framesets will have to sign an agreement that they understand and accept the risks and responsibilities inherent in the assembly of a bicycle.

Along with these new trade policies, Serotta will continue to offer direct service to cyclists anywhere. Customers purchasing directly from the company can book fittings with one of a growing number of approved bike fitting centers or can even book a fitting with Ben Serotta at one of several locations in the Northeast.

To support the connoisseur who wants to go 'off menu,' Serotta is introducing a new Concierge Purchasing Option. For customers who want to go off-menu from Serotta's extensive product options, the service takes on delivering the most detailed wish-list of components and accessories.

About Serotta.

Ben Serotta began building bicycle frames in 1972 as an apprentice at the custom Witcomb factory in London, England, then under the Serotta name, soon after his return. Serotta bicycles, both badged Serotta and 'private' labelled for more than a dozen companies, have been raced to countless podium finishes in Road, TT, Tri, Track and MTB events at every level of the sport. Serotta has been a leading innovator in frame material design, engineering, and construction techniques. His pioneering work focusing on personalized performance attributes can be credited with introducing the modern language of nuanced ride performance. In parallel with bike development, Serotta and the SICI school he founded, led the evolution of bike fitting philosophy and technique while developing the prototypical tools and training that are used in XY grid positional systems, now the basis for modern fitting and construction of the modern bicycle across all brands.

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