Dear Friends of Serotta;
There’s been a lot of chatter across the internet about what’s going on at Serotta and I truly appreciate the level of interest and concern.
Over our thirty-nine year adventure, we, as any forward thinking business will, have gone through numerous changes and over the next several months we’ll be in the process of implementing our new strategies.
The reasons for the changes are simple. We want Serotta to endure as a profitable, sustainable, true-to-our-roots American made brand of uncompromising quality and dedication to excellence and innovation. These changes, which are probably a year or so overdue, will allow us to achieve our goal.
- We are pushing through a metamorphosis of sorts, transforming our business model from a wholesale manufacturing business (sales through authorized dealerships) to a consumer direct & dealer hybrid.
- There will be many fewer authorized dealerships, but those that we keep ‘in the family’ are absolutely the best at delivering a complete Serotta experience and we’re proud of our relationship with these fine companies.
- Consumers will have a variety of purchase-through-the-factory options.
- Pricing is strictly MSRP.
- We will shift our product focus towards the SE custom range where every last detail is a full expression of our design, engineering and manufacturing ethos. Over the next few months we will be eliminating or reducing availability of our other models.
- We are right-sizing the business. With our shift in both the distribution and product emphasis, our volume is decreasing and therefore our staffing and space requirements are smaller too.
- Our Saratoga facility is for sale. We built this wonderful property to be able to support a 5,000 frame/year capacity. Our new business model requires less capacity, so we’ve decided to take this great asset and put it to better use. We don’t know if it will take two weeks, two months or two years to sell, so we’re not even looking for our new digs, but rest assured, the next home will be just as perfect in its own way. What makes a great home is the family inside. But if you are interested in a great property…. http://www.roohanrealty.com/listings/detail_comm.asp?MLS=201129664
- The only planned changes at our California facility are to open the second Factory Fit Lab.
- There has been much speculation about the company being for sale or having been sold. In a way, any for-profit business is always for sale. It’s about matching timing, vision and value. Contrary to rumors, we have not been sold to a discount on-line sales company or to anyone else. However, we have always been open to discussing ideas that will add value and opportunity to the company and its staff.
- We are very much in business. Customers, current and future needn’t be worried; we’ll be building your bicycles for a long time to come.
- We are overloaded with email and our response time is not as quick as we would like it to be and we apologize for that. By estimate there are more than 30,000 Serottas still in circulation. It’s a big family and we’re a small company, so we ask for and appreciate your patience.
I hope that these points have answered your many questions and concerns. In closing I’d like to again thank all of our followers for your interest and concern in Serotta.
With kind regards,
Ben
