Fender Plugs into Global Merchandising Services
Global Merchandising Services “Global”, an award-winning music, celebrity, and lifestyle merchandising company, have been appointed exclusive licensing agent for Fender Musical Instruments Corporation’s “Fender®”, in the U.K. and EMEA (non-exclusive for rest of the world).
Founded in 1946, Fender® has created guitars, amps, pedals, and accessories for players around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music, and culture as one of the world’s leading musical instrument brands. With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender® than other guitar brand in the world. Today, Fender® brands also include Squier®, Gretsch®, Jackson®, Charvel® and EVH® among others.
Global will develop a comprehensive brand extension program, working closely with Fender® to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender® partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.
Najla Quarry, Licensing Director, Fender Musical Instruments Corporation stated:“We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing program. Fender has a rich history of inspiring artists and fans alike, and this partnership will allow us to further extend our iconic brand into new markets and categories around the globe. Global’s expertise in managing leading global brands makes them an ideal partner, and together, we look forward to creating exciting new opportunities for our customers to engage with Fender in fresh and innovative ways.”
“Our partnership with Fender® expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music IP. We are beyond excited to be working with such a true pioneer in music,” commented Jens Drinkwater, Head of Licensing, Global.
