The Serotta name is well-known in cycling, and they’re slated for a triumphant return in 2020, stating “Act II begins.” They’re taking orders now, with deliveries expected in the summertime. The company will focus on metal bikes, with plans for titanium, aluminum, and steel.

After decades in business, Serotta shut their doors in 2013. While they built with a variety of materials, they are best-known for innovations in titanium. Appropriately, their initial offerings for the re-opening are three titanium models:

  • Duetti (road)
  • Modomio (all road)
  • Scappero (gravel)

Pricing for complete bicycles will range from $7,900 to $11,500. A $2,000 deposit is required to secure your place in line, for fastest possible delivery. We will update this story with more information as it becomes available.

Serotta.com

17 COMMENTS

  1. SEROTTASPEED? I hope not. I can’t find where they’ll be produced on their site.

    What killed off Serotta, in it’s last iteration? I recall some nice tapered-tube designs from the ’90s, and an odd-looking rear suspension design. Did Serotta suffer from the addition of Independent Fabrication?

  2. I thought their steel was more innovative in that it was more different than what existed in the market at the time. The Ti stuff was also great, but there were other similar things being done at LiteSpeed, for instance.

    • An better done at Seven & Merlin (in the late years they where made in the other end of the shop – but teh design was Tom Kellog)

  3. That’s awesome and a apropos that they’re doing a gravel bike. If my memory serves me correctly Ben was one of the first to look at increasing fork trail and lowering BB height on road racing frames to improve stability through high speed corners.

    • All road always seems like a logical evolution of endurance bikes. E.g. most of the design aimed at Comfortable on road use but capability off-road that surpasses a normal endurance bike. As good as gravel bikes have gotten and even with a set of slicks you know you’re not riding a road bike when you take them out on a group ride.

  4. Having built many dozens, possibly even hundreds of Serotta’s while working as a bike mechanic at one of the largest Serotta dealers in the world, and having built and ridden many other competitors’ bikes, in my opinion Serottas were the very best built and best riding frames on the market, bar none, whether steel, Ti, carbon, or carbon/Ti. The swaged steel or Ti tubing was a hallmark of Serotta bikes. Having built and ridden more bikes than I could possibly count, while now a bit old school in several respects, I think those old Serottas are still some of the very best riding bike out there, along with a select few other bikes (that I shall refrain from naming so as not to start that argument), not for a racer, weight weenie, aero geek, or people who think that a harsh jiggly ride means a bike is good, but for everyone else who wants to spend a long day in the saddle. Some credit of course was due Ben, but a great deal of the credit went to the amazing craftsmen and designers who worked for him, such as Kelly Bedford. Many of the factory workers, welders, etc., went to work for 22 after Serotta collapsed. Kelly went out on his own making great hand-built bespoke frames. Hopefully this latest iteration of Serotta bicycles can avoid what to me seemed to be the a series of what in retrospect were poor business decisions that plagued Serotta for years and that ultimately led to the bankruptcy of the brand under Devine Cycling Group in 2013.

  5. I rode a Serotta built Slim Chance back in 1999, it was a great bike and one of the few I wish I never sold… I do not have much interest in a the reboot… seems like they will be overpriced. I just got custom Kish ti road frame with Reynolds butted tubes for $3300. DELIVERED EARLY. (if you ever bought a custom you know how big an endorsement that is) And the folks making the Serottas may be as good as Kish is, but they won’t be better,

  6. i hope it’s ben serotta, who got shafted 7 years ago in what amounted to be a hostile take-over. all iknow is i rode a few of his bikes with the “clorado concept” tubes years ago and they were some of,if not the best bikes i ever rode.

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