Maton Guitars
Global Market Acquisition
I launched the Maton brand in China and Russia, Dubai and Serbia. Negotiated distribution agreements in U.K., Italy and the U.S.A. and Taiwan.
- Client
- My role
- Source
Market entry
New partners in Russia and the UK
The opening order with a new distribution partner in Russia was the largest in the company's history.
DCM Distribution was set up as a new partner for Maton guitars in the U.K.
Repositioning
A 35% lift in average price point
Brand repositioning — through messaging, presentation and artist representation Maton was able to lift the average price point of instruments by 35%, introducing new, premium models that ensured wholesale margins were retained, international markets were highly profitable and the ever-increasing cost and scarcity of raw materials were factored into the product offering.
Export markets now account for 43% of Maton's total output, up from 13% in 2013, mitigating exposure and reliance on a single market and providing avenues for potential growth.
Where it stands
Demand ahead of supply
I built the channels and relationships necessary to achieve this, spending considerable time on the ground and committing my time and support to our partners around the world.
Demand has now outpaced supply, and full production capacity is allocated for at least 12 months.