They are a german company i think, making a 'cheaper' frame or something like that loaded with decent components. Or at least that WAS the case a year or 2 ago.
They just sell direct, so reduce mark up etc. The frames probably come out of the same factories as most of he established brands. Cutting out distributors and shops will take off a massive amount.
The old justification battle with SWMBO can be long...but they normally give in. I'm trying to explain to mi that a new set of wheels for the SX is more important than some nice cutlery. I'm playing the long game with this one!
2015 Stanton Ti Switchback
2006 Specialized Demo 8
2013 Specialized Allez Sport
1999 Santa Cruz Chameleon
1994 Cannnondale Beast of the East (rebuild still in progress)