RENO, Nev. (BRAIN) — For the first time since it began selling lugged steel custom bikes in 1994, Rivendell Bicycle Works is exhibiting at Interbike. The company, which is based in Walnut Creek, California, has historically sold mostly consumer direct, first by catalog mail order and later online. But a handful of shops sell Rivendell, and founder Grant Petersen said he’s here at the show to connect with a few more.
“It’s only my second or third Interbike in 24 years. The show is close to home and an easy trip, but I’m also really proud of our bikes. People like them and don’t often get to see them,” said Petersen, who worked at Bridgestone for 10 years before starting Rivendell. “If a dealer really likes them and it strikes a cord, it could work out. We’ve never not had dealers, but our bikes are antithetical to the kind of bikes dealers usually sell. They want, generally speaking, bikes they don’t have to explain.”
Rivendell is known for bucking trends with lugged steel-framed bicycles, wool clothing, cotton bags and leather saddles. Petersen doesn’t do carbon, electronic anything, suspension or disc brakes. Instead, he builds what he calls “contemporary, …read more