Filling Distribution to Handle Ashdown’s European Retail Strategy

Ashdown Engineering announces the appointment of Filling Distribution, a French-based, pan-European distributor of musical instruments, to handle its retail strategy across Europe. A new beginning for Ashdown, the appointment means that new relationships with European customers will be established, building upon the previous success of working with a number of different distributors and direct relationships with German customers.

Appointed to manage all E.U countries, as well as Scandinavia, the new venture will see Filling Distribution develop Ashdown’s customer base and help fuel growth. Filling Distribution will provide Ashdown with new channels to distribute to, launching key products into all markets. They will be executing a thorough plan that will build upon the legacy of Ashdown, that is both commercial and strategic.

Filling Distribution’s strategy will re-introduce Ashdown into the European market via carefully selected channels – ensuring that the brand is positioned with an artist-led approach. Utilising local expertise and paired with Filling Distribution’s unique network, the partnership will see Ashdown develop across all territories that will follow a thorough retail strategy, bespokely created for the music instrument brand.

Daniel Gooday, Managing Director of Ashdown Engineering, commented: “It is an exciting time for Ashdown and this appointment will see us represented in Europe the way our brand deserves. With a great passionate team behind it, Filling Distribution will do a great job. The retail strategy we now have in place will help Ashdown launch into these key markets, developing our customer base, but also support the ambitious expansion plans we have.”

Julien Carlier, President of Filling Distribution, added: “For a long time, we have been looking for a cool brand of bass products to add to our specialised offer, and today we are proud to have the opportunity to represent a prominent brand in the musical instrument industry such as Ashdown Engineering. We are as enthusiastic as we are honoured that Mark and Dan, as well as the rest of the Ashdown team, have put their trust in us and in Filling Distribution in order to represent their brand and products throughout all Europe.”

Specialising in all things musical such as guitars, amplifiers, effect pedals, accessories, audio products and much more, Filling Distribution boasts exceptional expertise to support the distribution of any music instrument company. An alliance with Danish company Audio Distribution Group, created in 2016, strengthened Filling Distribution’s offering with the ability to add audio products to its portfolio.

The rest of 2021 will see a range of exciting product releases from Ashdown, offering high-quality bass guitars, amplifiers, bass cabinets, pedals and so much more – as well as plan for what will be a monumental year in 2022, with Ashdown celebrating its 25th anniversary.