Rancho Santa Margarita, CA—As Serfas celebrates 20 years in business this year, the company has unveiled a new logo.
Serfas has put much of its focus over the last two years into research and development, tooling and molds, creating “must have” products for retailers. “With all of this focus into products, we feel the timing is perfect to change up the logo a bit to more of an icon, and to remove any perception that Serfas is just a saddle company that dabbles in other product categories,” said John Denson, general manager of Serfas. “With all of that being said, our new logo just looks awesome as well.”
While the logo might have changed, one thing has not—Serfas’ commitment to dealers to give great margins with exceptional customer service. “When the company was formed, we had to ask ourselves, ‘How do we separate ourselves from our competitors?’ said Denson, who has been with the company from the beginning, alongside owners Ray and Domino Kuipers.
All three had a retail background, so service was a No. 1 priority. “Service to us isn’t just being nice and taking care of issues,” Denson said. “It encompasses everything we do in our day to day business.”
The company’s first two products in 1992 were the gel saddles called Tailbones. Now Serfas stocks almost every bicycle accessory and apparel item under the sun, including tires, eyewear, shoes, pumps, computers and, more recently, high-powered lights.
Serfas has had excellent growth in recent years, according to Denson, requiring the company to add 5,500 square feet to its building for additional storage, as well as running night crews to deliver product in a timely fashion.
“The company’s direction is changing when it comes to the product development,” Denson said. “As most retailers have seen over the last couple years, Serfas has developed some home run products. Our focus as a company is to continue on this path of building disruptive, proprietary, value added products.”
Denson said customers should keep an eye out for new 2012 shoes and lights in the near future. One such shoe is Serfas’ high-end Zirconium, which features a carbon composite sole with a matte carbon weave finish, and Reinforced Heel Technology (replacing a traditional heel cup), giving riders valuable weight savings. Retail will be $180.
Serfas, located in Rancho Santa Margarita, California, is dedicated to making high quality bicycle accessory and apparel items at a tremendous value to consumers, offering the best margins and customer service to its dealers for two decades.