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Vision & Values

Serfas® was founded upon two principles: exceptional customer service and innovative products.

With backgrounds in retail, founders Ray and Domino set out to create a company that put its dealers and customers first.  Twenty years later this philosophy remains steadfast and readily apparent in Serfas® company policies, educated staff, and personal touches on all levels. Serfas® is dedicated to its dealers success and customer satisfaction.

Serfas® strives for continuous product improvement, design, and innovation. Through careful analysis of industry trends and working beside the best sales force and manufacturers, Serfas® remains a cycling product pioneer. Serfas® guarantees its dealers and their customers are getting the highest value in the product they purchase and sell. As we look to the future we strive to become a household name for retailers and consumers alike.