What Maton does

Maton Guitars is an Australian family-owned manufacturer of handcrafted acoustic guitars, founded in 1946 by Bill May and his brother Reg in Thornbury, Victoria. The company designs, builds, and distributes a portfolio of 14 distinct guitar series — from entry-level workhorse models (ER90 Series) through stage-ready Artist and Performer series, to premium Master Built instruments and the flagship Messiah Series — all manufactured at a single Box Hill, Victoria facility employing more than 70 people. Technical differentiation centers on proprietary construction methods including scalloped X-bracing and dovetail neck joints applied across all instruments, the in-house designed AP5 PRO pickup system combining a piezo element with an internal microphone on a single PCB, and pioneering use of Australian tonewoods (Blackwood from the Otway Ranges, Queensland Maple, Bunya Pine, Queensland Walnut) as sustainable alternatives to scarce traditional species such as Brazilian Rosewood and Honduras Mahogany.

The company distributes exclusively through a global network of authorized dealers spanning more than 25 countries (64 in Australia, 25 in the United States, 17 in Japan, 25 in Italy, 20 in New Zealand, plus dealers across the UK, Germany, China, and other European and Asian markets), with no direct-to-consumer sales channel for guitars. E-commerce is limited to accessories, apparel, books, gifts, and guitar care products. Revenue streams comprise one-time sales of acoustic guitars (approximately 6,500 units produced annually), AP5 PRO pickup systems and replacement parts, and ancillary merchandise priced from $8 (picks) to $139 (collector books). The customer base includes professional touring artists who serve as endorsers (Tommy Emmanuel, Keith Urban, Colin Hay, Peter Frampton, Dave Grohl, Roger Waters, The Offspring), serious amateurs, singer-songwriters, and emerging talent supported through festival sponsorships. Maton remains 100% family-owned across three generations of the May/Kitchen/Steedman lineage, with no external funding, parent company, or institutional investment disclosed, and is marking its 80th anniversary in 2026 with commemorative product launches.

Name

Maton

Legal name

Maton Pty Ltd

Website

https://maton.com.au

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Maton is a 100% family-owned Australian manufacturer of handcrafted acoustic guitars, founded in 1946 and producing approximately 6,500 instruments annually through a global authorized dealer network spanning more than 25 countries, with proprietary AP5 PRO pickup systems and Australian tonewood sourcing as core differentiators.

Ownership category

akta.pro rank

Headquarters

HQ city

Box Hill

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Acoustic Guitars: Core revenue stream from handcrafted acoustic guitars sold exclusively through authorized dealer network. Guitars range from entry-level CW80 models to premium Master Built instruments. The company produces approximately 6,500 guitars annually.
2. Pickup Systems: AP5 PRO pickup systems sold as standalone products and as standard equipment on guitars. Also sells replacement parts including output jacks, battery cassettes, and related components.
3. Accessories and Merchandise: E-commerce sales of guitar accessories including capos, straps, tuners, picks, guitar care products (Boveda humidity control), apparel (hoodies, t-shirts, caps), and books (The Maton Book).
4. Guitar Care Products: Humidity control products (Boveda systems), cleaning supplies, truss rod adjusters, and maintenance accessories sold through e-commerce.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Maton is an Australian handcrafted acoustic guitar manufacturer producing approximately 6,500 guitars annually in Melbourne across 14 distinct guitar series, ranging from entry-level models to premium Master Built instruments. The company also manufactures its proprietary AP5 PRO pickup system and sells guitar accessories, apparel, books, and care products through a global authorized dealer network and direct e-commerce store.

Product overview

Maton Guitars is an Australian acoustic guitar manufacturer offering a portfolio of 14 distinct guitar series alongside proprietary pickup systems and accessories. The core portfolio spans entry-level workhorse models (ER90 Series) through professional stage instruments (Artist Series, Performer Series) to premium handcrafted Master Built instruments. Key series include the flagship Messiah Series, the all-Australian timber Australian Series, the signature models (Signature Series with Tommy Emmanuel, Joe Robinson, Michael Fix), and the new Master Built Range. All guitars are handcrafted in Melbourne, Australia using Australian timbers including Blackwood, Queensland Maple, and Bunya Pine. The company manufactures its own AP5 PRO pickup system, considered one of the finest acoustic pickups in the industry. Supporting products include guitar care accessories, parts, apparel, and factory experience tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Anniversary Guitars Commemorative guitars celebrating major milestones in Maton's 80-year history. Features heritage materials, signature appointments, and meticulous craftsmanship honoring legacy artists and distinctly Australian identity.
• Redwood Series Acoustic guitars featuring plantation-grown redwood (Sequoia Sempervirens) soundboard combined with Tasmanian Myrtle back and sides. Offers a unique, magical tone produced by this tonewood combination.
• Troubadour Series Singer-songwriter focused guitars with mahogany neck and spruce face. Available in Dreadnought, Traditional, Mini, and Jumbo body shapes. Designed for intimate ballads, storytelling, and composing.
• SRS - Solid Road Series All-solid timber guitars featuring Blackwood or Queensland maple back and sides, spruce top, scalloped bracing, and Queensland Maple neck. Marked Maton's transition to all solid timber construction.
• The Performer Stage-focused guitars featuring Bunya top and Queensland maple back and sides. Produces bright, articulate tone with slim neck and cutaway body design for higher fret access. Includes AP5 PRO electronics.
• Blackwood Series Guitars constructed entirely from Australian Blackwood, producing pure Blackwood tone with clear, bright trebles, strong midrange, and full bass. The all-Blackwood construction creates unique frequency compression and blending.
• Nashville Series Country music inspired guitars featuring solid spruce top and stunning Blackwood back and sides. Combines vintage aesthetics with modern playability, delivering rich, warm tone for professional musicians and enthusiasts.
• Artist Series Stage-ready guitars with solid spruce soundboard, solid Blackwood back and sides, and AP5-PRO pickup. The EBG808 Artist is designed for dominant live tone and is the guitar of choice for players worldwide.
• Signature Series Artist signature models for world-class musicians including Tommy Emmanuel, Michael Fix, and Joe Robinson. Each guitar embodies technical precision and artistic flair reflecting unique playing styles and preferences.
• ER90 Series Originally designed for USA market, now reimagined for worldwide distribution. Combines inspiration from ER90C, 75th Anniversary Traditional model, and Custom Shop CS Classic. A serious guitar for serious players.
• Australian Series Culmination of almost 80 years of building guitars from Australian timber. Features Blackwood back and sides with premium Blackwood neck and Bunya top for rich, well-balanced tone. Australian Made, Australian Owned.
• Messiah Series Flagship model featuring world's finest tonewoods. Maximized tone and projection with scalloped bracing, mahogany neck, thinner rounded back, and ultra-thin UV finish. The king of Maton's range.
• Mini Maton Travel-sized guitars available in Blackwood and Solid Queensland Maple editions. Popular EMD6 developed with Australian artist Diesel. Great live instruments that can be pushed to volume limits while maintaining control and balance.
• Maton Master Built Premium handcrafted instruments where each piece of timber is hand-selected by Master Builders for unique tonal properties and voiced accordingly. Refines every part of build process. Coupled with AP5 Pro pickup.
• AP5 PRO Pickup System Proprietary acoustic pickup system manufactured by Maton. Features miniature surface mount components, linear control resistance curves, expanded mid-sweep range (600Hz to 2400Hz), new microphone system, and 2x AA battery power. Considered one of the finest acoustic pickups available.
• Factory Tours Guided tours of Maton's Melbourne factory running on Wednesdays at 10am. Accommodates 12 people per tour. Bookings essential via Eventbrite. Not suitable for under 13 years old; closed-toe shoes required.

Quantifiable outcome

• Produces approximately 6,500 guitars annually
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tamworth Country Music Festival / StarmakercoreGTM or Marketing PartnerAnnual sponsorship of the prestigious Starmaker Golden Guitar Award at the Tamworth Country Music Festival. This sponsorship reflects Maton's commitment to nurturing emerging talent and honoring established artists who continue to shape the Australian country music landscape.
• Port Fairy Folk FestivalcoreGTM or Marketing PartnerSponsorship of the Artist of the Year Award at the Port Fairy Folk Festival. This partnership supports established artists and helps musicians pursue their dreams and share their artistry with the world.
• EventbriteminorGTM or Marketing PartnerTicketing platform partnership for factory tour bookings. Factory tours run Wednesdays at 10am in Melbourne with capacity of 12 people per tour.
• River's GiftminorOthersRiver's Gift is a non-profit organisation specific to SIDS (Sudden Infant Death Syndrome). Maton supports this organization as part of community engagement initiatives.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Gibson: Iconic American guitar brand with broad acoustic and electric lineup. While broader than Maton (also producing electrics, acoustics at multiple tiers, and stage/amplification gear), it competes in premium acoustic category with J-45, Hummingbird, and SJ-200 lines.
• Yamaha Guitars: Mass-market Japanese instrument maker with deep acoustic guitar lineup (FG, LL, A series). Competes with Maton's entry-level CW80 and Troubadour lines through broad global distribution and aggressive pricing.
• Fender: Global guitar powerhouse with acoustic (and dominant electric) presence, expansive dealer networks, and strong artist endorsement programs. Competes with Maton in entry-to-mid-tier acoustic market and brand awareness battles in the US and Europe.

Direct peers

• Santa Cruz Guitar Company: California boutique acoustic guitar maker producing ~500-700 handcrafted instruments annually. Highly comparable to Maton in scale, premium positioning, artist-endorsement-led brand strategy, and limited production philosophy.
• Taylor Guitars: Leading American acoustic guitar maker known for premium build quality, innovative neck designs, and proprietary pickup systems (Expression System). Competes head-to-head with Maton in the prosumer/professional acoustic market globally, with similar artist endorsement strategies.
• C.F. Martin & Co. America's premier acoustic guitar manufacturer founded in 1833, producing handcrafted steel-string and classical guitars. Direct competitor to Maton in premium acoustic segment, with overlapping artist endorsements, global dealer networks, and tonewood expertise (Maton's scalloped X-bracing is adapted from Martin's 1840 design).
• Collings Guitars: Texas-based boutique acoustic and archtop guitar builder producing limited-edition handcrafted instruments. Direct competitor in the high-end boutique acoustic segment with similar handcrafted approach, premium pricing, and artist endorsements.
• Larrivee Guitars: Canadian premium acoustic guitar maker, handcrafted in limited volumes, with strong reputation for build quality and tone. Closely comparable to Maton in scale, pricing tier, and boutique-handcraft positioning in North American markets.
• Lowden Guitars: Northern Irish premium acoustic guitar maker founded by George Lowden. Similar boutique handcraft positioning, comparable price points, body shape expertise (Lowden's F-style, similar to Maton's 808), and strong European/UK artist endorsement base.
• Breedlove Guitars: Oregon-based acoustic guitar manufacturer with boutique-to-mid-premium positioning. Competes with Maton's mid-tier offerings (Troubadour, SRS, Blackwood series) in the singer-songwriter and Americana segments with similar body shape ranges and tonewood focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/matonguitars
• YouTubeyoutube.com/matonguitarsofficial
• Facebookfacebook.com/MatonGuitars
• Instagraminstagram.com/matonguitars
• Pinterestpinterest.com.au/matonguitars

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maton