Thomann and Behringer parent company Music Tribe announce super partnership

The partnership could lead to lower prices for Music Tribe products – but also see them dropped from brick and mortar stores.


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Behringer parent company Music Tribe and Thomann have today announced the beginning of their “Super Partnership.”

Other brands under the Music Tribe umbrella include TC Electronic and Bugera. The news follows the announcement of Music Tribe’s “Super Partnership” with US retailer Sweetwater, shortly after which Behringer pedals were listed on the site for the reduced price of only $19 each.

Music Tribe manufactures its products in-house, and so will ship them directly from the factory to Thomann warehouses – a cost-saving move that Music Tribe says it will pass on to the consumer. Other facets of the partnership include collaboration on new products and their marketing, as well as a more direct customer service experience. Thomann will be directly supporting Music Tribe products with an in-house service facility and call centre.

Seemingly as a result of this move, it also appears that Behringer will no longer be selling through brick and mortar stores, instead favouring large-volume retailers such as Amazon and, now, Thomann.

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.”

In a statement about the partnership, Thomann CEO Hans Thomann said: “We strongly believe in the quality of Music Tribe’s portfolio, and we are overjoyed to now enter into a new-level partnership with Music Tribe to meet the constantly growing demand in a forever evolving market. Working closely together to coordinate the production and availability process promises benefits in greater availability, efficient costs structures and more attractive prices.”

Music Tribe CEO Uli Behrigher added: “Hans and I have had a personal relationship for more than three decades. We are both extremely passionate to take this great relationship to an unheard-of level, in order to serve our Retail Customers. For decades, Thomann has been leading the industry through unsurpassed Customer Experience, which perfectly matches Music Tribes’ Customer Obsession Vision. This strategic relationship will now open the door for a deep integration and collaboration – all for the benefit of the customer we all love to serve.”

It’s not known how rapidly and to what extent Music Tribe products will be pulled from smaller brick and mortar music shops in the UK and the EU. However, from a guitarist’s perspective, it is possible to take advantage of the new partnership already, as Behringer pedals are now listed on Thomann’s site for just £17.70 each.

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