Fender Musical Instruments, the renowned U.S. manufacturer celebrated for its solid-body electric and bass guitars, is set to expand its presence in China by opening an artist showroom in Shanghai. This announcement comes from Edward Cole, president of Fender’s Asia Pacific division, in a recent interview with Yicai.
The new showroom will provide Chinese artists with the opportunity to explore Fender’s latest products and receive vital support. Cole mentioned that the company is currently in the process of selecting a location, with plans to open the showroom next year.
Fender’s growth in the Chinese market has been significant, with business increasing thirtyfold over the past decade. Cole emphasized the importance of establishing a direct strategic connection with Chinese consumers. He noted that through innovative marketing strategies and personalized customer service, the Arizona-based company has successfully bolstered its brand recognition and reputation in China.
Founded in 1946, Fender further strengthened its digital capabilities in 2021 by acquiring PreSonus, a professional audio equipment and software manufacturer, allowing for better integration with emerging electronic technologies.
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