How Lowden Guitars launched on Amazon with DIT collaboration

Category: Amazon News
How Lowden Guitars launched on Amazon with DIT collaboration

Lowden Guitars hit the jackpot with their Ed Sheeran collaboration and now, just in time for his 25-date North American leg of his ‘Mathematics’ World Tour, the ‘Sheeran by Lowden’ range is available in a range of new markets including of course North America.

The Sheeran by Lowden collection is a collaboration between the 50-year-old Northern Irish guitar brand and Ed Sheeran. Ed and Lowden Founder George Lowden both share a passion for building the best guitars for budding musicians at an affordable price.

Sheeran by Lowden was introduced in 2019 and since then the vast majority of the thousands of guitar sales in the range to date have been through distributors and merchants worldwide. Now, fans in new regions will also be able to purchase directly from Amazon on its US store.

I grew up wanting to play Lowden guitars, but they were so rare and so expensive I didn’t end up getting one until I was given one by my friend Gary [Lightbody] from Snow Patrol in 2012. Through Gary I met George Lowden and he started making my tour guitars for me, which were amazing both on stage and in the studio.

– Ed Sheeran

Our friendship with Ed developed as he started to play and write his songs on the Lowden and visited our workshops to choose more guitars. We were so pleased to see how much he loved the guitars, so when Ed wanted to play a Lowden on stage, we of course voiced some especially for his stage use. That was the magic moment! Ed and George began to dream together of making a range of quality guitars more accessibly priced, that would inspire new players to make music. Sheeran by Lowden was born!

– David Ausdahl, Managing Director, Lowden Guitars

Lowden Guitars attended an Amazon Global Selling Workshop arranged in collaboration with the UK Department for Business and Trade which opened their eyes to the potential of exporting their guitars to even more customers around the world.

The workshop made everything so clear and simple to understand, from getting the brand registered, building our listings, managing all of the details like exporting paperwork and taxes, and how to handle shipping. For a small business, like Lowden, it has really educated us to the scale of the opportunity globally by working with a partner like Amazon. The whole experience has been seamless and so positive.

– David Ausdahl, Managing Director, Lowden Guitars

Lowden’s first foray into selling on Amazon was the release of a small shipment of guitars during the recent Australia leg of Sheeran’s tour. The Sheeran by Lowden store launched in record time and was a top seller within weeks of launching. Now they are looking to expand our relationship with Amazon globally, including into regions such as Brazil and India where they see website traffic but currently have no presence.

Lowden Guitars is another brilliant UK export success story and even better that they’ve benefitted from collaboration with the UK Department for Business and Trade and Amazon Global Selling Workshops. Musicians across the United States will be delighted that Sheeran by Lowden Guitars are now available on Amazon and I look forward to seeing how the company continues to expand globally.

Lord Dominic Johnson, Minister of State for Business and Trade

Online stores like Amazon offer a fantastic route for small businesses to reach more customers – both in the UK and overseas. Lowden Guitars are in the early stages of their journey with Amazon and have already seen the value that we can offer them as they look to grow their business globally. I’m excited to see them expand to the US in time for the Ed Sheeran tour and the opportunities for them to reach new customers in collaboration with Amazon.

– John Boumphrey, UK and Ireland Country Manager, Amazon


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