DW’s decision to appoint Germany’s Gewa as European distribution partner for the brands it recently acquired from Fender will come as no surprise, given their existing 20-year business relationship, but what is the plan for the new ranges?“Gewa’s size alone makes them the ideal candidate,” DW’s VP of international sales, Larry Winerman told MMR, “as they are not only able to accommodate the ongoing inventory and warehousing needs, but also, with 12 offices throughout Europe, they have the reach to provide the necessary sales and service.
“Currently, Europe amounts to nearly 20 percent of our sales, but the importance of this market goes beyond this. Throughout Europe, there are high profile artists and music schools, as well many pro shops focused on drums and percussion, so all of this has a global significance for us.
“The economic data at the start of 2015 may not suggest a high growth rate [in Europe], therefore we know that success will come only through continued hard work. Over the past few years, we have developed several innovative products at the high end of the spectrum, which have been very well received, and at the same time, we’ve introduced products, which cover new price points and budgets. With an increased sales and marketing focus in place, we are anticipating a moderate growth in Europe.”
The obvious standout from the deal is the acquisition of Ovation as well as the Gretsch drum brand and sundry other percussion lines. But Drum Workshop’s VP of marketing Scott Donnell insists that the acoustic guitar range was no mere makeweight in the deal.
He told MMR: “Ovation may not be in our wheelhouse as a drum company, but we’re an instrument manufacturer first and foremost. We’ll make sure the right people are in place to take the Ovation brand to the next level. For us, it’s all about passion; a passion for the instrument and making music. I feel confident that we can channel our excitement for building drums into this new venture.
“Ovation wasn’t a prerequisite in any way. Our immediate plans are to get the company fully operational and begin designing, crafting and innovating with a new perspective. Long term, we see this as an entrée into a segment of the MI that we hadn’t occupied previously. It’s the perfect way for us to grow and reach more musicians.”
It’s no secret that Gretsch drums is the jewel in the crown for the firm and Donnell is ready to give some much needed TLC to the former Fender-owned brand.
“It has been apparent that these brands have not been a core focus,” said Donnell. “They hold tremendous value within the drum industry and we’re excited about the possibilities going forward. It begins and ends with the product. DW has been predicated on innovation and quality and we plan to carry this over to the other brands.
“Gretsch is a heritage drum brand and we’re honored to now be a part of such a long and celebrated story. At its core, the Gretsch brand is also about the Gretsch family, and DW has a lot in common with that sensibility. We’re also a family owned and operated business and can appreciate the tradition and legacy that are inherent in this type of business. Sure, there is some customer overlap, but for the most part, Gretsch and DW are fairly unique. Gretsch has a very romantic connotation and appeals to vintage drum enthusiasts and drummers that truly appreciate “That Great Gretsch Sound”. DW is a modern, highly custom drum company that isn’t as much tied to the past. Both have their place and we’ll make sure to play up the strengths of both brands.
The South Carolina manufacturing plant will continue to operate as usual but Donnell hopes to improve some of the techniques involved.
“We hope to improve some of the processes and upgrade machinery in some areas such as sanding an buffing, but we don’t want to disrupt what has worked so well in recent years. Our goal is always to exceed expectations when a drummer has chosen to purchase their dream kit; it’s a responsibility we don’t take lightly.
“Our goal is to have these brands be leaders in their individual product categories provide instruments that inspire. Everyone at DW is committed to making these companies the best that they can be.”
