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 [email protected].
‘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…