Fender Establishes New Custom Division

FMIC Custom Division chief Mike Eldred.  Photo by Matt York

Fender Musical Instruments Corporation (FMIC) has created a new division that unites the global marketing, sales and manufacturing efforts for all its high-end and custom instruments. Fender Custom Shop veteran Mike Eldred has been promoted to lead the new arm, called the FMIC Custom Division, as director of sales and marketing.

The new division, which will affect operations of all FMIC brands—Fender, Guild®, Gretsch®, Jackson®, Charvel®, Tacoma®, Squier® and SWR—will expand FMIC’s custom product profile worldwide, and will help build a high-end FMIC consumer base. The FMIC Custom Division will also work closely with global retailers to develop programs offering their consumers opportunities to buy custom and high-end instruments exclusively at their stores.

“For the past 20 years, the Fender Custom Shop has pushed the envelope to blend our rich legacy and unique R&D capabilities to set the standard in custom and high-end products and design,” Eldred said. “We’ve always envisioned creating a high-end, custom aspect that would affect instruments for all our brands. In fact, we have been doing that with some of our brands already, using the many talents of our seasoned craftsmen, who are considered the best in the world. Our goal now is to create a seamless, global high-end team and to elevate the recognition and status of our entire family of best-selling brands.”

FMIC’s Corona, Calif., facility will build Fender Custom Shop, Gretsch, Jackson, Guild electric and Charvel instruments, plus SWR bass amps; its Tacoma facility will build custom Guild and Tacoma acoustic instruments.

Eldred, who has relocated to FMIC’s Scottsdale, Ariz., headquarters, will work closely with FMIC sales, marketing, R&D and manufacturing personnel worldwide. He’ll also work directly with high-end dealers, artists and consumers on special products and programs.

“Part of this global strategy is to open five to six high-end custom showrooms throughout the world, where our dealers and artists have 24-hour access to a room that houses over $1 million worth of FMIC brand instruments,” Eldred said. “These are private, by-appointment-only lounges where artists like John Mayer or Jeff Beck are welcome when they are in town. Also, any high-end consumer can set up an appointment with their retailer, and they will both come in, sit down, relax and play any number of our Custom Shop instruments. Unlike the typical environment at a music store, this more of a private club and a unique experience.”

The first such showroom opened in Düsseldorf, Germany, in 2005. Another will open in Tokyo in 2007.