Dublin, Ireland’s XMusic: Fender’s Jewel of the Isle

The Fender Superstore inside Dublin's XMusic.

XMusic is a Fender jewel on the Emerald Isle. The Dublin instrument retailer is one of the largest—if not the largest—in Ireland, and its voluminous guitar hall is filled with a wealth of Fender’s finest.

Call it the luck of the Irish—XMusic opened in fall 2008 just as the island nation started spinning into a crippling recession. But XMusic’s founders were resolutely determined to launch a fresh, vibrant and major new venture where Ireland’s musicians would experience the best, both online and on the premises on Robinhood Road west of the city center. Accordingly in the five years since, it has become Ireland’s number-one retailer.

Fender-wise, it’s certainly the place to go for Dublin denizens looking for, say, a Kurt Cobain Jaguar, an American Vintage ’52 Telecaster Reissue or ’62 Stratocaster Reissue, or a full range of American Deluxe series guitars and basses. Even a cursory look around XMusic’s enormous 23,000 square feet on three levels clearly shows how heavily Fender figures into the mix.

Most prominently, XMusic opened its “Fender Superstore” in fall 2011 as a dedicated Fender-branded section of the store boasting nearly 100 great guitars, basses and amps from a variety of Fender series. Looming over the area are enormous posters of Ireland’s Fender-wielding finest, including Rory Gallagher, Phil Lynott and the Edge.

“Here at XMusic we’ve been going from strength to strength with Fender,” said Stephen O’Brien, retail manager. “We’ve worked tirelessly with Fender to bring new and exciting products to the store. We’ve always stocked a comprehensive range of Fender products, from the American Deluxe series to the Squier Affinity series and everything in between. I personally have always been a fan of Fender’s product range, and I look forward to continued success and partnership.”

And if all of the above sounds like more than enough, well, there’s quite a bit more. Indeed, beyond its role as retailer, XMusic strives to offer extra support to the vital community it serves. Through its own social media efforts, it has become the hub of an online community encompassing gear updates, music events and music-industry news. XMusic frequently presents in-store events such as artist signings, clinics, demo sessions and workshops, many of which feature world-renowned musicians.

The store also includes a full stage and PA demo space, and further houses the XMusic Academy, which offers both beginning and more advanced music instruction.

All in all, the “X” in XMusic seems to represent a careful balance between being a massive music mega-retailer and friendly local music store. That’s where the staff comes in—a friendly and highly knowledgeable group of “X-men” with extensive retail, music performance and music technology experience; all of whom have met exacting requirements in order to join the staff there. They encourage all to come in and take their time and turn up to 11, creating an enjoyable experience rather than a mere hard sell. It makes the XMusic experience great for the customer in general, and it makes the XMusic Fender experience there even better.

Visit XMusic online here, and take a video tour here.


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