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FEATURE: Dixon drums

Jory Mackay
FEATURE: Dixon drums

Barnes & Mullins believes it has a real winner on its hands with the highly-regarded Dixon drum brand, which it took on after FCN went out of business.

Ronnie Dungan caught up with Dixon’s Tina Hung and B&M’s Alex Mew to find out why they are so confident…

Barnes and Mullins has big plans for the Dixon drum brand in the UK and believes it can offer drum shops and indeed, general MI retailers, a low commitment, margin-maker with a good reputation among the drumming community.

The Dixon line-up offers a range of different options for drummers that want to augment their existing set-up with a new high-quality snare or other accessory, as well as a full range of kits starting at £499.
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“The reasoning behind it,” says Barnes & Mullins associate director of marketing, Alex Mew,  “is that we are giving drums stores a good product that they can compete with and make good money on. And not have to buy shed loads to make a decent margin.

“From a dealers point of view, if they want a drum-kit they can fulfill that without a huge commitment. As for us, Dixon’s raison d’etre is in the tagline – ‘a sound choice’.”

The difference the brand offers is that it appeals to drummers looking for a different sound to what they have traditionally heard. And Dixon’s different array of woods, including maple, oak, ash, bubinga, cherry, walnut, rosewood, and other exotic hardwoods, as well as steel offerings means that there is something for every taste and a range of budgets.

“We are committed to quality and sound and trying to help drummers find the sound they want.  Maple is a material common to most drummers but we want to make drummers realise we have more than just maple,” said Tina Hung, Dixon’s product and marketing specialist.


Barnes & Mullins' associate director of marketing, Alex Mew, with Dixon's product and marketing specialist Tina Hung.


“With Dixon there are more choices to be had so there are more sound choices,” adds Alex Mew. “It’s early days to say what our biggest sellers are yet. Large drum stores are not currently stocking Dixons kits, but they will know the snares. They can find a very different sound because of the variety of woods available.”

“We have the advantage of the name itself,” adds Hung, “and we are trying to focus more on the kits than the snare drums because we know we have a quality product

Mew believes that in the Dixon brand, Barnes & Mullins has a sleeping giant on its hands, which its wide-ranging dealer network can help revive.

“From the UK point of view the advantage to them being with Barnes and Mullins is that we are in every store so the brand will get recognition, not instantly but over time. We can refamiliarise the market with what a superb brand Dixon is. It has been under represented in the past.”

“We’re trying to get the message across that we are as capable as anyone else,” adds Hung. “We picked Barnes & Mullins as our distributor because they go to every store. And they have the drive to make Dixon happen as a brand.

“Building a brand is not easy, but we have the products to do it. We just have to keep going with it.”

This article appears in the May 2013 edition of MI Pro. You can read the rest of the issue online here.

Tags: barnes & mullins , drum clinics , Dixon drums , feature , Acoustic Drums , MI Pro May 2013

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