November 10, 2023 I Distribution

Michael Kelly Guitars Expands to China with DIGIME Distribution

Members of DIGIME at the Music China show highlighting Michael Kelly Guitars' models.

Michael Kelly Guitars has announced a distribution partnership with DIGIME, the Guangzhou Digital Music Element Co., Ltd. (a subsidiary of the Longjoin Group). DIGIME, an audio equipment distributor in China, is set to expand the presence of the Michael Kelly Guitars brand across its exclusive distribution channels.

This strategic partnership signifies a significant expansion in Michael Kelly Guitars’ global reach as DIGIME is the first distributor to introduce the brand’s product line to an expansive network of music instrument retailers throughout China.

At the recent Music China international trade exhibition in Shanghai, DIGIME spotlighted a selection of 18 models from the Michael Kelly collection. Key new models for 2023 include the Patriot Decree SB Open Pore with an all-new slim-body design; the Patriot Instinct SB Mod Shop Duncan, a slim-body guitar featuring classic Seymour Duncan JB Model humbuckers, Forte Port Nylon acoustic/electric guitar with Fishman electronics; and new semi-hollow body guitars that include the 58 Thinline with dual humbuckers with coil-splits.

“The reception by dealers and demand by players pleasantly surprised our sales team,” said Lenlo Zhu, CEO of DIGIME. “We are thrilled to bring Michael Kelly Guitars’ product line to China.”

Since the acquisition of Michael Kelly Guitars by Sam Ash Music in 2018, the value positioned brand continues to grow, both domestically and internationally.

“This expansion is a testament to the appeal of Michael Kelly Guitars,” said Steve Pisani, VP of Michael Kelly Guitars. “Offering key features while maintaining the ‘boutique within reach’ competitive price position continues to attract new players and increase repeat purchases from existing customers as they build their Michael Kelly collection.”

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