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Serotta lowers prices, accepting frame orders

Published August 22, 2013
SARATOGA SPRINGS, NY (BRAIN) — Serotta is now accepting frame and bike orders again and has lowered its prices on frame and repair and re-finishing services, the company announced Thursday.
The company said it is negotiating agreements to manufacture frames for other 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 at its upstate New York factory and had closed its California factory. Ben Serotta and former CEO Bill Watkins left the company soon after that. 
In a statement Thursday, Serotta chairman and DCG director Brian Case said restructuring is underway at Serotta.
“The contract frame-building agreements we are negotiating will stabilize our business and allow our American craftsmen to continue to do what they love doing: Building great bikes here in Saratoga Springs,” said Case.
“We aim to build our manufacturing business around multiple customers across multiple distribution channels,” Case said. “In addition to handling contract framebuilding for other brands, we will offer private label framesets designed and crafted for top dealers and fit studios. This, in turn, will support the continued production of our legendary high-performance custom and stock frames.”
The company is accepting orders for the fully custom Ottrott SE, Legend SE and Viaggio SE models, as well as for Standard Geometry MeiVici SG, Legend SG, Pronto SG and Fondo SG framesets. With the exception of the Pronto and Fondo, the MSRP has been reduced for all models by up to 20 percent.
“We’re also improving margins for our dealers,” Case said.
Serotta also reduced its repair and refinishing prices by 25 percent and will now accept refinishing work for other brands. 

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

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