The front of the catalog lists W. Betton and his family as company directors -- Bill Betton, one of Mercian's frame builders, had purchased the company in 1965 from Ethel Crowther, who was the ex-wife of one of Mercian's founders, Tom Crowther. The catalog also lists the shop location as 191 London Road, Derby. They would move out of that location a couple years later, in 1971. The current shop is on Shardlow Road in Alvaston, which is very near Derby.
I scanned the catalog and thought I'd share the images here.
|The next pages describe the Vincitore with its elaborate hand-cut lugs, the King of Mercia model, the Super Vigorelli track/time trial model, and the Olympique "all-rounder."|
|The Campionissimo was a pretty standard all-round road machine - and the only complete bicycle listed in the Mercian lineup. Everything else was sold as a frame set, to be built up with the owner's choice of parts.|
These two insert pages listed the full range of frame options and renovation/repair costs. I know it was 1969, but the prices still seem unbelievably low.
|And here is the price list for the frames. £25 for a new Vincitore? Oh, to have a time machine.|