Taylor Guitars and Fender Musical Instruments Corporation today announced a strategic relationship between the two companies which will now work together to raise Taylor’s brand awareness throughout Europe.
Fender Europe’s new Taylor Division will be the exclusive distributor for Taylor guitars in Europe, Africa, and most of the Middle East, and is expected to commence distribution operations on July 1, 2008.
Taylor evaluated creating its own European distribution arm versus partnering with Fender. “We considered doing it ourselves, but distribution is expensive and requires specialized expertise. Having the opportunity to work with Fender, leveraging their resources and experience into much higher European sales for Taylor, is the best decision.”
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