In the course of compiling our annual ’50 Dealer 50 State’ review and forecast each November, we’ve noticed that a fair number of dealers cite their own store’s brand – be it of guitars, saxophones, mouthpieces, or whatever else – as their operation’s “product of the year.” These numbers certainly don’t constitute the majority of MI retailers represented in the report, but it’s been a consistent enough percentage in recent years that we felt it’d be worthwhile to explore the topic further.
In a recent survey sent to over 4,000 dealers, we asked about importing or selling instruments under a store’s own brand. While only 14 percent of those who replied currently field products with their own label, half (49 percent) claimed to have at least considered doing so – a significant indicator that the concept has retailers interested in the potential upsides. While logistical considerations and quality control concerns keep the majority of dealers away, continued competition from Internet and big box sales, plus a feeling that larger brands have no interest in “the little guy,” make the option of self-branding viable for some.
Read on to get more insight into how in-house store brands are being viewed by MI retailers across the country.
“I do not yet, but am in contact with World Music in Korea, creating my import line as we speak.”
– Eddie Carlino
Carlino Guitars, Medford, Mass.
“Major brands require too many instruments to get started, or are exclusive to large retailers. The small guy is excluded.”
– John Castleman
Castleman Music & Repair, Poulsbo, Wash.
“I’m not convinced the benefit exceeds the risk and hassle.”
– Mari-Jo Dryden
Jackson’s Music, Winston-Salem, N.C.
“How can I expect my vendors in the USA to continue to support me if I don’t support them?”
– Connie Smith
Ward-Brodt Music Co., Madison, Wis.
“It’s too bad retailers have to resort to this to make a decent profit. The traditional manufacturers like Gibson and Fender have left us high and dry for the most part…”
– Larry Gosch
Encore Music Center
Auburn, Calif.
“We believe that the marketplace is finite, with limited potential for the growth of vanity brands.”
– Stan Burg
Guitarvista
Albuquerque, N.M.
“We have found that so often the quantities required for custom labeling are out of our reach. We found one supplier who was able to order these a dozen at a time, and unfortunately he is among those who are no longer in business…”
– Mitchell Banks
Don Banks Music
Tampa, Fla.
“Many years age we imported Giannani AWN20s from Merson Music that were privately labeled to augment our student selection for our conservatory. They were wildly popular at that price point, featuring rosewood back and sides with a spruce top. Great sounding instruments at student affordable retails with exceptional margins, as national advertising and the like did not factor into the net. I still have one of my own some 40 years later, and they still pop up on the Internet, as well. I consider that decision to be one of my finest marketing tools. We also tried private label strings, but did not achieve the level of success that these classical guitars gave us. I am a strong proponent of private labeling to solidify your brand and separate you from the competition. There is power and mystique in private labeling.”
– Jerry Vesely
Vesely Music Co.
Parowan, Utah
“I think people get it wrong when they start out by focusing on instruments or serialized products first. Accessories are a great way to start and, due to the turn rate of these items, they can have a positive impact on your business even faster than the larger goods.”
– Peter Sides
Robert M. Sides Family Music Centers
Williamsport, Pa.
“I was hoping buyers cooperatives would address the issue of small dealers importing directly, but as of yet I don’t see that as their focus. Considering the increased margins from importing directly from the manufacturer is a need that could be addressed more efficiently for retailers than what occurs presently. In fact, for many smaller retailers, if a more profitable/efficient way of procuring inventory is not found, they may find themselves backed into a corner by the Internet and giant retailers.”
– Paul Allison
The Music Trader
Tucker, Ga.
“I have imported mouthpiece blanks from Europe for decades, and make them into the highest quality custom mouthpieces. I also import musical instruments with my name on them and do considerable work on them to make them into high quality instruments. From the factories they are not acceptable, and are essentially blanks.”
– Kurt Heisig
Kurt Heisig Music
Monterey, Calif.
“I imported house-brand pianos for well over a decade, when it was a viable alternative to an Asian brand name. With today’s Internet, unless you can go national, it is not a viable investment option for pianos in my market.”
– Dave Gatt
Colton Piano,
San Jose, Calif.
