The guitar maker’s revenue in Japan has seen double-digit growth each year since 2015.
Pedestrians walk past along the street below outside the first global flagship store by US guitar maker Fender a day before it opens in Tokyo on June 29, 2023.Fender, the guitar of choice for some of the world’s biggest stars from Jimi Hendrix to Eric Clapton, is opening what it calls its “first flagship store” in its 77-year history.
“I’ve played various brands, but what I like about the Fender is its power to help you play at more than 100% of your ability, letting you become aware of your potential and take up new challenges,” said Erino Yumiki, a guitarist, songwriter and one of the world’s many Fender artists.“Sometimes music gets me down, but music has also saved me. The music I have encountered through my life is who I am,” said Yumiki, who owns about a dozen Fender guitars.
Some 30 million people picked up an electric or acoustic guitar for the first time during those years, and even if one in 10 keeps playing — as surveys show the statistics to be — it’s still solid revenue, says Fender Musical Instruments Corp. Chief Executive Andy Mooney. Musical newcomers find some stores intimidating but the Tokyo store will be friendly, Fender says, with most salesclerks being women.
Yumiki, Miyavi — who acted in Angelina Jolie’s “Unbroken” — and about a dozen other Japanese star guitarists took the stage on Thursday, strumming together in the guitars’ equivalent of a drumroll, to celebrate the store’s opening.
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US guitar maker Fender opens flagship store in Tokyo banking on regional growthFender, the guitar of choice for some of the world’s biggest stars from Jimi Hendrix to Eric Clapton, is opening what it calls its “first flagship store.” The American guitar manufacturer will open in Tokyo’s Harajuku, a hot spot for Japanese youngsters.
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US guitar maker Fender opens flagship store in Tokyo banking on regional growthFender, the guitar of choice for some of the world’s biggest stars from Jimi Hendrix to Eric Clapton, is opening what it calls its “first flagship store” in its 77-year history.
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