The Reframed is a bike, developed by a group of Dutch designers, that is looking to fill a very specific niche. It's a single-speed bike with a frame crafted out of separate pices of aluminum that the user must put together themselves.
Because the bike's frame isn't welded together, production costs are lower than normal, translating to a reduced expense for the rider. Riders can bolt together the different pieces once they receive the bike kit, which the entire process taking only about an hour.
The fact that the Reframed bike is sold as a kit makes for more compact shipping packages, again translating to reduced expense for the rider. All sales are conducted online, saving on the cost of maintaining brick-and-mortar stores.