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As for Velorution's busines model, it can take several years to turn a viable business into a profitable one. Smart money knows that.
Velorution has been around for at least a decade. The original owner - of some infamy on here - sold out to Cycle Rublic (who already had a concession in Selfridges IIRC). I don't know what the deal was, but IIRC he had made all his money in banking. We bought some of the store's shelves from him.
Businesses fail (or just close) all the time. Most new businesses fail. If the closure of one example business means the basic concept doesn't work, restaurants are clearly a bad idea doomed to extinction.
The examples I cited are more leisure bikes than hardcore roadie but still, overpriced and aiming at the well-heeled. As for Velorution's busines model, it can take several years to turn a viable business into a profitable one. Smart money knows that.