Michael Kelly Guitars Expands to China with New DIGIME Distribution Partnership

Michael Kelly Guitar Co., the American brand renowned for its boutique inspired guitars, basses, and mandolins, is pleased to announce a distribution partnership with DIGIME, the Guangzhou Digital Music Element Co., Ltd. (a subsidiary of the Longjoin Group). DIGIME, China’s most influential audio equipment distributor, is set to expand the presence of the Michael Kelly Guitars brand across its exclusive distribution channels.

This strategic partnership signifies a significant expansion in Michael Kelly Guitars’ global reach as DIGIME is the first distributor to introduce the brand’s diverse and innovative product line to an expansive network of music instrument retailers throughout China.

At the recent Music China international trade exhibition in Shanghai, DIGIME spotlighted a se-lection of 18 premier models from the Michael Kelly collection. Key new models for 2023 include the Patriot Decree SB Open Pore with an all new slim body design, Patriot Instinct SB Mod Shop Duncan, a slim body guitar featuring classic Seymour Duncan JB Model humbuckers, Forte Port Nylon acoustic/electric guitar with Fishman electronics; and new semi hollow body guitars that include the 58 Thinline with dual humbuckers with coil-splits.

Lenlo Zhu, CEO of DIGIME, expressed his enthusiasm with the partnership, stating, “The recep-tion by dealers and demand by players pleasantly surprised our sales team. We are thrilled to bring Michael Kelly Guitars’ product line to China.”

Since the acquisition of Michael Kelly Guitars by Sam Ash Music in 2018, the value positioned brand continues to grow, both domestically and internationally.

Steve Pisani, VP of Michael Kelly Guitars commented, “This expansion is a testament to the appeal of Michael Kelly Guitars. Offering key features while maintaining the ‘boutique within reach’ competitive price position continues to attract new players and increase repeat purchases from existing customers as they build their Michael Kelly collection.”