Andertons and Behringer parent company Music Tribe announce “Super Partnership”

Good news for UK fans of Behringer and TC Electronic pedals.


Image: Andertons

Behringer parent company Music Tribe and UK music gear retailer Andertons have today announced the beginning of their “Super Partnership.” The announcement follows that of Music Tribe’s similar arrangements with retailers Thomann and Sweetwater. Other brands under the Music Tribe umbrella include TC Electronic and Bugera.

Andertons owner Lee Anderton said of the partnership: “I’m incredibly honoured that Uli & the team at Music Tribe has invited Andertons to become a Super Partner. Andertons prides itself on putting the customer first & has built a reputation for making entertaining, honest & impartial video content, reaching an audience of tens of millions of musicians in every corner of the globe. We’re so excited that Music Tribe wants to be a part of this, and I cannot wait to start this new era of our relationship. Over the last 10 years Andertons has invested millions of pounds in first-class logistics, customer service and e-commerce, and the whole team are looking forward to being able to offer the entire Music Tribe range of amazing brands to our ever-growing number of customers around the world.

“The Music Tribe range of brands are market leaders. Behringer, TC Electronic, TC Helicon and Tannoy are already big selling brands for Andertons, but this new Super Partnership will enable us to bring more focus to these brands, as well as give us the opportunity to offer some exciting new brands for us like Bugera, Midas, Turbosound and many more!

“Andertons will be stocking more and investing more in supporting customers that are looking to buy or already own products from these brands. Uli Behringer is a visionary when it comes to product design, manufacturing and customer-centric service and we share many core values when it comes to putting the customer first. I believe this Super Partnership will be great for Music Tribe, great for Andertons and most importantly, great for our customers.”

The announcement is the latest of the “Super Partnerships” announced by Music Tribe, in a move from the company away from smaller brick-and-mortar stores towards larger, high-volume and online-based retailers. An internal company memo allegedly penned by Music Tribe CEO Uli Behringer [obtained by Music & Sound Retailer] reads: “In order to provide our customers with access for all our brands and products, deliver them at lighting speed and lowest possible cost, only large e-commerce partners are capable of delivering this service.

“As a consequence, this, unfortunately, disqualifies all small brick-and-mortar stores and traditional distributors, as serving them adds little value and increases cost, which our customers shouldn’t be burdened with.”

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