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Sad news.
ATMO, a big part of the problem is marketing. The brand got associated with Freds (I always heard dentists and orthodontists), but the bikes are some of the best out there. It seemed that as overhead grew, the prices got very high. There was more competitionfrom boutique builders working out of a garage with much lower overhead, and the tended to be young, hip, and developed a cult-like following, partially through social media, which Serotta did not master.
I would bet in a blind comparison, a Serotta would be as like (if not more so) than any bike from Portland, Steamboat, or Watertown.
I hope Ben picks up his torch and emulates his alumni and the young guns. The new bikes look fantastic.
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