Last year high-end bicycle company Serotta closed shop, but in the past month Alchemy Bicycle Company has reportedly been in talks with Ben Serotta to develop a new retailer strategy. Alchemy makes stock and custom frames and bikes in a variety of materials at its shop in Denver, and it is working with Serotta to help avoid the same pitfalls that he encountered.
“I think I bring 40 years of lessons-learned — the good, the bad, the ugly — it’s all experience,” Serotta told Bicycle Retaielr. “Alchemy has a fabulous foundation, a great and committed ownership and staff, but they are also smart enough to know they haven’t grown a bike manufactory before, smart enough to realize there are pitfalls, and I think I can help them navigate some of the growth issues and avoid the pitfalls so they can grow more effectively.”
Does this mean that Serotta could once again roll out bikes? Stay tuned.
[Via Bicycle Retailer: Alchemy Bicycle works with Ben Serotta on retail strategy]