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Tanglewood plans drive into Russia

Tanglewood plans drive into Russia

Tanglewood has identified Russia as a key territory following a successful first NAMM Musikmesse Russia for the company last week.

The Moscow show made its debut on the global MI calendar from May 16th to 19th and the guitar manufacturer made the most of the opportunity to grow the brand in the territory, with the help of its Russian trading partner Musicland.

"The Russian market with its geographical challenges of distance and regional economies is identified as a significant prospect for Tanglewood Guitars," said Tanglewood's sales director Shea Rider. "With Siberia and Ukraine already becoming quite mature Tanglewood markets we feel there is great possibilities for us as we turn our attention toward western and central Russia and hope to capitalise on these opportunities as they are presented to us.

With an expanding retailer base stretching from St Petersburg in the West to Vladivostock in the far east of the country, Tanglewood is steadily building a strong consumer brand identity in the developing nation since it first entered the region in 2008.

"We continue to aim for slow, simple, steady growth, which we hope to achieve the old fashioned way by incentivising retailers with achievable margins and using marketing campaigns to attract footfall, our normal successful operating procedure in every other territory.

"There is a keen interest in British music of all genres amongst the Russian population, and marketing our position as Britain's biggest selling Acoustic guitar brand has definitely allowed us to leverage this advantage in publicity terms."

Picture (from left): Tanglewood managing director Tony Flatt, Musicland's Igor Kouznetsov and Tanglewood director Marc Kommer.
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Tags: tanglewood , NAMM Musikmesse Russia , musicland russia

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