RIC
RIC is a privately held American manufacturer of handcrafted electric guitars and bass guitars, founded in 1931 and based in Santa Ana, California. It sells new instruments exclusively through a global authorized dealer network and operates a direct-to-consumer e-commerce boutique for replacement parts, accessories, and branded apparel, serving professional musicians and collectors.
- Company typePrivate
- Founded1931
- HeadquartersSanta Ana, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What RIC does
Rickenbacker International Corporation (RIC) is a privately held American manufacturer of electric guitars and bass guitars, founded in 1931 as the Electro String Instrument Corporation by Adolph Rickenbacker and George D. Beauchamp. Operating continuously for 95 years, the company handcrafts every instrument at its single Santa Ana, California factory using Eastern hardrock Maple (and select walnut, vermilion, and shedua) bodies, rosewood or maple fingerboards, and proprietary components including scatterwound Alnico 5 "Toaster Top" single-coil pickups, HB1 humbuckers, a thin proprietary finish system, and updated hardware such as the 4003v2 Tailpiece+Damper Assembly and double-action truss rod. The catalog spans six series (300, 600, 4000, Vintage, C, and W) covering 6-string, 12-string, and bass configurations, plus factory-specification replacement parts and branded apparel.\n\nThe company's go-to-market operates on a B2B2C model for new instruments: new RIC guitars and basses are sold exclusively through a global network of authorized dealers, with no direct-to-consumer instrument sales and no public showroom at the factory. The company layers a direct e-commerce channel (the Rickenbacker Boutique) on top, monetizing the installed base through replacement parts, strings, pickups, bridges, pickguards, tuners, tailpieces, truss rods, knobs, nuts, straps, and branded apparel. Pricing for instruments is not publicly disclosed and is only available to authorized dealers, while parts and accessories carry listed retail prices. Customer segments center on professional and semi-professional musicians, vintage instrument collectors, and authorized dealers/distributors. The company is not a technology platform in the software sense; it competes on heritage, craftsmanship, proprietary hardware, and brand association with iconic artists (The Beatles, The Byrds, Pete Townshend) rather than on technology cycles.
RIC firmographics
Firmographics- Name
- RIC
- Legal name
- Rickenbacker International Corporation
- Website
- https://rickenbacker.com
- Company type
- Private
- Founded year
- 1931
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- RIC is a privately held American manufacturer of handcrafted electric guitars and bass guitars, founded in 1931 and based in Santa Ana, California. It sells new instruments exclusively through a global authorized dealer network and operates a direct-to-consumer e-commerce boutique for replacement parts, accessories, and branded apparel, serving professional musicians and collectors.
- Ownership category
- akta.pro rank
RIC industry classification
Industry- Product category
- Electric Guitar Manufacturing
- NAICS
- Musical Instrument Manufacturing (339992)
- SIC
- Musical Instruments (3931)
- akta.pro primary industry
- Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)
- akta.pro secondary industries
- Instrument Parts, Repair & Maintenance (Luthier, Tech Services, Spares) (MPAIAJAG), Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra) (CRALAEAA)
Keywords
Where RIC is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RIC business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Guitar and Bass Instrument Sales: Revenue from manufacturing and selling electric guitars and bass guitars through authorized dealer network. Instruments are handcrafted in Santa Ana, CA factory and sold exclusively through authorized RIC dealers.
- Parts and Accessories Sales: Direct sales of replacement parts including pickups, bridges, pickguards, nuts, knobs, tuners, strings, tailpieces, and truss rods through the Rickenbacker Boutique e-commerce website
- Apparel and Merchandise: Branded clothing items including t-shirts sold through the boutique e-commerce platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Dealer-only guitar pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
RIC product offering
Product offeringCore offering
RIC manufactures, sells, and services premium electric guitars and bass guitars across multiple series (300, 600, 4000, Vintage, C, W) handcrafted in its Santa Ana, California factory. The company also distributes factory-specification replacement parts, accessories, strings, pickups, and branded apparel through the Rickenbacker Boutique e-commerce site, while instruments are sold exclusively through an authorized dealer network.
Product overview
Rickenbacker International Corporation (RIC) is a guitar manufacturer offering a comprehensive portfolio of electric guitars, bass guitars, and musical instrument parts/accessories. The product line spans multiple series including the Series 300 (semi-hollow body guitars like 330 and 360), Series 600 (cutaway body guitars like 620 and 660), Series 4000 (bass guitars including the iconic 4003), Vintage Series (reissue models), C Series (1964 reissues), and W Series (walnut-bodied instruments). RIC also sells a complete range of factory-specification replacement parts including pickups (TOASTER single coils, HB1 humbuckers), strings, bridges, pickguards, keywinds/tuners, tailpieces, knobs, truss rods, nuts, straps, and bolt straps through its RIC Boutique. Additionally, the company offers branded clothing and RIC Media products. All instruments are handcrafted in RIC's factory in Santa Ana, CA, with 95 years of history dating back to 1931.
Differentiator
Problem solved
Functional benefit
Products and services
- Series 300 Guitars Semi-hollow body electric guitars known for full, rich sound, available in 6-string and 12-string configurations, featuring dot inlay fret markers and traditionally shaped sound holes. Targeted at professional and semi-professional musicians.
- Series 600 Guitars Cutaway body electric guitars based on innovative 1950s concepts, including the 620 with 'Cresting Wave' maple body and 660 with charactered maple cutaway body, both with rosewood fingerboards and triangular pearloid inlay markers.
- Series 4000 Bass Guitars Bass guitar lineup including the iconic 4003 and 4003S models famous for ringing sustain, treble punch, and solid underlying bass. Features deluxe triangular inlays, stereo capability, and elegant curved body binding.
- Vintage Series Guitars Accurate reissues or inspired-by designs of classic Rickenbacker models, including the 350V63 Liverpool based on 325 Series guitars and the 4005V semi-acoustic bass inspired by the iconic 1965 4005 body design.
- C Series Guitars Vintage reissues that duplicate models as produced in 1964, including the 325C64 with semi-hollow maple body, re-shaped body and headstock, three vintage-style pickups, and Accent Vibrato, plus the 360/12C63 accurate replica of the world's most popular 12-string electric guitar.
- W Series Guitars Guitars and basses featuring walnut bodies for a solid and natural look while maintaining the distinctive Rickenbacker sound. Includes models 330W, 330/12W, 360W, 360/12W, 4003W, and 4003SW, polished with an oil finish.
- Model 1993PLUS An updated version of Pete Townshend's beloved Model 1993 guitar, featuring a wider neck, Caribbean rosewood fingerboard, and more stable two-piece neck design fitted with a round heel for comfort.
- Pickups Replacement pickup assemblies including TOASTER single coil pickups for guitars and basses, HB1 humbuckers for 650/4004 series, and high-gain pickups for 300 and 4003 bass models.
- Strings Factory-specification string sets including standard 6-string sets, 12-string sets, heavy gauge sets for short scale guitars, and bass string sets.
- Bridges Replacement bridges including 6-string 6-saddle bridge assemblies and 12-string 12-saddle assemblies, both with chrome finish and adjustable saddles.
- 12-String Guitars 12-string electric guitars known for distinctive jangle and melodic chorus effect, including iconic models like the 360/12 popularized by George Harrison.
- Clothing Rickenbacker branded apparel including t-shirts with catalog and nameplate designs in black and white, made from 100% cotton.
Quantifiable outcome
- Instruments ready to play straight from the case due to exhaustive setup and testing procedures
Companies that use RIC
Customer profileSegments3 records
Ideal customer profiles3 records
RIC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
RIC partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
RIC competitors and assessment
Company assessmentDirect peers
- Ernie Ball / Music Man: Manufacturer of Music Man electric guitars and basses, competing most directly with Rickenbacker's 4000 series bass lineup. Shares the premium US-built positioning and artist-driven marketing approach.
- Fender Musical Instruments: The dominant American electric guitar manufacturer (Stratocaster, Telecaster, Precision/Jazz Bass) competing directly with Rickenbacker in the premium electric and bass segments. Fender is much larger but occupies the same category, dealer channels, and player base.
- PRS Guitars (Paul Reed Smith): Premium US-built electric guitar manufacturer with similar boutique craftsmanship positioning, dealer-only distribution, and a strong artist-driven brand. Competes with Rickenbacker in the professional/prosumer segment at comparable price points.
- ESP Guitars: Premium Japanese and US-built electric guitar maker (ESP, E-II, LTD) with strong presence in metal and rock genres. Overlaps with Rickenbacker in the high-end professional segment at comparable price points.
- Gibson: Premium American electric guitar maker (Les Paul, SG, ES-335) competing head-to-head with Rickenbacker for professional musicians and collectors. Shares the same handcrafted US production ethos, dealer network distribution, and iconic brand positioning.
- Gretsch Guitars: Historic American electric and hollow-body guitar maker (now owned by Fender) with comparable jangle/rock heritage and vintage aesthetic. Competes directly with Rickenbacker's semi-hollow body 330/360 series in similar genres.
- C.F. Martin & Co. Iconic American handcrafted guitar manufacturer (primarily acoustic) with comparable 19th-century heritage, family ownership history, and premium Made-in-USA positioning. Serves a different format but operates the same craft-manufacturing business model.
Broad incumbents
- Yamaha: Global diversified musical instrument giant with broad electric and acoustic guitar lines. While not a direct premium competitor, Yamaha competes in the broader electric guitar category across all price tiers and serves the same end consumer.
- Epiphone: Gibson-owned brand offering more affordable electric guitar alternatives. Represents the tier below Rickenbacker's premium positioning and competes for entry-level to mid-tier buyers who might otherwise aspire to a RIC instrument.
Emerging players
- Ibanez: Japanese guitar manufacturer with strong presence in rock, metal, and bass segments. While primarily mass-market, Ibanez's higher-end Prestige and Premium lines compete with Rickenbacker in the semi-professional electric guitar space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
RIC social profiles
Digital presenceRIC financial estimates
Financial estimateRevenue estimate
Valuation estimate
RIC leadership team
Management profileNumber of profiles
RIC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RIC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RIC
What does RIC do?
RIC manufactures, sells, and services premium electric guitars and bass guitars across multiple series (300, 600, 4000, Vintage, C, W) handcrafted in its Santa Ana, California factory. The company also distributes factory-specification replacement parts, accessories, strings, pickups, and branded apparel through the Rickenbacker Boutique e-commerce site, while instruments are sold exclusively through an authorized dealer network.
Is RIC a public or private company?
RIC is a private company. It is classified as family owned and is currently operating.
When was RIC founded?
RIC was founded in 1931. It employs 1 to 10 people.
Where is RIC based?
RIC is headquartered in Santa Ana, United States, in the North America region.
How does RIC make money?
Three revenue lines are on record. Guitar and Bass Instrument Sales are the primary driver. The others are parts and Accessories Sales and apparel and Merchandise.
Who are RIC's main competitors?
Direct peers on record are Ernie Ball / Music Man, Fender Musical Instruments, PRS Guitars (Paul Reed Smith), ESP Guitars, Gibson, Gretsch Guitars and C.F. Martin & Co.. Broad incumbents are Yamaha and Epiphone. Ibanez is listed as an emerging player.
Does RIC have an API?
No public API is recorded for RIC.
What industry is RIC in?
RIC's product category is Electric Guitar Manufacturing. Its primary akta.pro industry code is MPAIAJAH, Instrument & Pro Audio Retail (Online/Brick-and-Mortar), with a secondary code of MPAIAJAG, Instrument Parts, Repair & Maintenance (Luthier, Tech Services, Spares). Its NAICS code is 339992 and its SIC code is 3931.