Good morning,
Ribble was bought by a private equity firm in 2015 and over the last few years has changed a lot in my opinion.
It still offers excellent value for money bikes, but is getting closer in price to the major brands. They seem to have better stock control systems as well so there are fewer end of range clearance items at ridiculously cheap prices. :-(
I am thinking about a bike that will take a rack for light touring and was looking at this
https://www.ribblecycles.co.uk/ribble-endurance-al/
you get Tiagra and Mavic Aksiums for 800 UK Pounds, my local shop has Specialized (Allez Sport) and Trek (Al 3) and for a similar price and you get Sora and own brand wheels.
While the Ribble offer is better, if you value buying locally then buying Ribble is no longer a total "No Brainner".
Also Ribble seem to be shrinking the options on the Bike Builder, the bike linked to above is only offered with Tiagra or 105 groupsets, no Campag or SRAM option, although a Campag option is offered outside of Bike Builder.
Ribble is almost certainly a better business now, but perhaps less customer friendly. :-)
In the UK there is also Genesis
https://www.genesisbikes.co.uk/ I know nothing about their US presence :-), but they are competitive with Ribble.
There is also a French sports chain,
https://www.decathlon.co.uk Decathlon which possibly offer better value for money.
Buy the way
https://www.ribblecycles.co.uk/ribble-525-reynolds-audax-winter-frameset/ 525 Frame and Carbon Forks in 44cm and 52cm for £215.
Bye
Ian