Gordon-Smith Guitars acquired by Auden Musical Instruments Ltd

On the face of it, this business was small, run from a small workshop, had only one employee and was heavily reliant on the owner.

But it also had a recognisable brand, history and technical innovation and had gained almost cult-like status, with major rock magazine reviews putting the product on a par with industry leaders.

Interest came from musicians, instrument retailers and enthusiasts, but the perfect buyer was found in Auden Musical Instruments Ltd. Auden make hand-crafted acoustic guitars finished to the highest standard and have a recognisable name in that market. Although it is not common for the acoustic and electronic manufacturing worlds to come together the ethics of these brands complemented each other perfectly. Auden could also see a way to maximise the existing machinery and production in their factory.

The Gordon Smith brand was the icing on the cake. The historical press articles, images, prototypes and company documentation were key to the deal. The future marketing needed to include the history and story to reassure loyal musicians and new customers that they were still buying a tried, tested and proven instrument.

The vendor’s role was also crucial. They signed over their image and agreed to travel the world to help promote the brand and give the name a new lease of life.

Buyer says

Gordon Smith Guitars will continue to have a stand-alone identity within the Auden family, and they will continue to be 100% handcrafted in the UK. Auden has quickly established a reputation for great build quality and for using the best materials available – this ethos extends to Gordon Smith Guitars as well. Our team of highly skilled luthiers will focus on construction, tone and playability across the range of traditional body shapes that an army of Gordon Smith fans still adore.

It’s thanks to so many loyal Gordon Smith players that these guitars have survived decades of fashions and trends within the music industry. Gordon Smith guitars are adaptable to any musical genre and our challenge now is to protect the values of the brand whilst attracting the next generation of Gordon Smith players.

Whilst maintaining a strong direct relationship with players and owners, our plan is to build relationships with a handful of key retailers across the UK, where custom guitars can be specified alongside a stock range of Gordon Smith Guitars.

Doug Sparkes, MD, Auden Guitars

 

Client says

We are now well into the hand-over period, and working in detail with Auden and their team of luthiers to acquaint them with the GSG processes. I’m feeling good, its ducks to water as they say.

John Smith, Founder, Gordon Smith Guitars

Press release