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Publicity is sure to be generated. Aspirations may be generated. The overwhelming majority of purchases will be of the Asian-made ranges. This is the same sales model by which a shop in my town used to have one Gibson behind the counter for months on end whilst selling Epiphone lookalikes by the dozen.
and that was the moment I vomited
Most of the luthiers on here seem to indicate that it's hard to make a living on a handmade premium guitars if they cost much less that a couple of grand. Add on a chunk for Chapman and for Andertons (assuming they aren't being sold direct).
I'm assuming it will be a bit like Fret King where you could theoretically get high end UK models, but very few were made and they were more of a halo product.
Given his fan base I would have thought they would struggle to sell them as the market for high end, hand made British stuff is very stacked to to the grey ponytail market.
Remember the "one piece mahogany" days? Haha
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https://robwilliamsguitars.co.uk/
Yes, the original idea of a basic range of guitars that were based on the wisdom of crowds seemed very apt at the time with elected features. Now with all the price points and signature models with their names on them it has become one big ego trip.
Again with only a single dealer in the UK despite being a big online seller they are going to run out of money and steam. If you think of the market penetration Fender/Squire or PRS SE or ESP has, Chapman, is never going to survive with that level of SKU's and a single outlet.
I will look with a little interest when they publish the first-year accounts in the new format.