British amp brand Blackstar has set up a new distribution division called Dist-X Distribution and has made the Alvarez guitar brand its first signing.
The firm has taken on exclusive UK distribution of the range from Go To Guitars and should be able to offer a much more robust distribution proposition than the smaller operation.
Blackstar’s UK sales manager, Drew McDonald commented: “Having spent the last six years helping to build the Blackstar brand in the UK, I am very excited to announce our new division DIST-X Distribution. This is an exciting new chapter for Blackstar and we are delighted to begin it with Alvarez guitars. Alvarez has a fantastic heritage and is celebrating their 50th anniversary this year. Their excellent guitars cover a wide range of price points making them a great line for retailers. They also have a very considered approach to the design of their products focusing on quality and innovation to make them stand out from the competition.”
Chris Meikle, senior vice president of Marketing and Business Development of St. Louis Music and Alvarez Guitars added: “They’re a fantastic sales and marketing company and we feel very lucky that Alvarez will be Blackstar’s first distributed brand of guitars. The success they have achieved through innovation and design with their guitar amps is a testament to their commitment and abilities. We look forward to working with them closely.”
Blackstar was of course founded by a gang of four ex-Marshall Amps staff in 2004 and has since grabbed a significant amount of market share away from their ex-employer. But the amp market has been tough in the UK, particularly over the last two years, and a move into distribution (something Marshall has also done) may be a canny piece of diversification.
