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Alvarez continues to expand globally and has teamed with SFM in Canada to oversee distribution in the region.

“We’re thrilled to be working with SFM,” says Chris Meikle, head of development at Alvarez and senior vice president of St. Louis Music.  “Canada is a really important market for Alvarez and we’re very happy to be working work with one the country’s leading MI Distributors. SFM have a great track record in the distribution and brand building of acoustic guitars and will do a fantastic job with Alvarez ”

Founded in 1978, SFM provides customized go-to-market services to global brands within the live entertainment industries. In addition to traditional wholesale distribution services, SFM offers an array of additional services designed to help suppliers and customers achieve their full market potential.

“We are beyond excited to be Alvarez's new distributor in Canada," says John Kelley, general manager of SFM's MI business unit. "The Alvarez and Yairi brands have been core to the fabric of the acoustic guitar market for decades, and the company's approach to design, quality, and continued innovation is highly respected around the world. Alvarez is a natural fit alongside the other premium guitar-oriented brands that we distribute, and we're looking forward to further developing the line in Canada with the help of SFM's highly-regarded sales and support teams.



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