Kiesel Guitars
Kiesel Guitars is a privately held, US-based direct-to-consumer manufacturer of custom electric guitars, basses, and acoustic instruments founded in 1946 and based in Escondido, California. It sells made-to-order instruments via its website with no dealer network, serving professional and amateur musicians across rock, metal, jazz fusion, and progressive genres.
- Company typePrivate
- Founded1946
- HeadquartersEscondido, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kiesel Guitars does
Kiesel Guitars is a US-based direct-to-consumer manufacturer of custom electric guitars, basses, and acoustic instruments, headquartered in Escondido, California, and operating continuously since 1946 (formerly Carvin Guitars). The company builds made-to-order instruments using CNC machining and hand craftsmanship, with an in-house pickup line (Lithium, Beryllium, Holdsworth, Thorium, Vantium) and a Virtual Builder online configurator that exposes 100+ specification options across body wood, top wood, finish, neck profile, frets, pickups, and hardware. It maintains 70+ signature artist relationships spanning rock, metal, jazz fusion, and progressive genres, including Jason Becker, Stephen Carpenter (Deftones), Dino Cazares (Fear Factory), Frank Gambale, Allan Holdsworth, Devin Townsend, Greg Howe, Sophie Lloyd, and Will Swan (Dance Gavin Dance).
The business operates exclusively through direct channels — its e-commerce site (kieselguitars.com), phone sales (858-GUITARS), and email — with no dealer or distributor network, which allows it to price custom USA-built instruments from $1,599 (entry-level Kyber) to $4,499+ (K-Series Master Grade) and artist signature models from $1,849 to $4,399. Lead times run 10-14 weeks for custom builds, with in-stock discounted instruments and a parts/accessories storefront providing faster-turnover revenue. Pricing is publicly disclosed and supported by financing through Shop Pay, Affirm, and Partial.ly (20% deposit). The company is privately held, founder-influenced (Jeff Kiesel remains active in product and finish work), and runs a small team in the 11-50 employee range. Revenue is not publicly disclosed.
Kiesel Guitars firmographics
Firmographics- Name
- Kiesel Guitars
- Legal name
- Kiesel Guitars
- Website
- https://kieselguitars.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kiesel Guitars is a privately held, US-based direct-to-consumer manufacturer of custom electric guitars, basses, and acoustic instruments founded in 1946 and based in Escondido, California. It sells made-to-order instruments via its website with no dealer network, serving professional and amateur musicians across rock, metal, jazz fusion, and progressive genres.
- Ownership category
- akta.pro rank
Kiesel Guitars industry classification
Industry- Product category
- Electric Guitars and Basses
- NAICS
- Musical Instrument Manufacturing (339992), Musical Instrument and Supplies Retailers (459140)
- SIC
- Musical Instruments (3931)
- akta.pro primary industry
- Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra) (CRALAEAA)
- akta.pro secondary industry
- Musical Instruments (Acoustic & Electric) (MPAIAJAA)
Keywords
Where Kiesel Guitars is headquartered
LocationHeadquarters
- HQ city
- Escondido
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kiesel Guitars business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Custom Instrument Sales: Primary revenue stream from made-to-order custom guitars and basses. Customers use the Virtual Builder to customize specifications, with prices ranging from approximately $1,599 to $4,499+ for standard models, and signature series from $2,099 to $3,699. Lead time is 10-14 weeks.
- In-Stock Instrument Sales: Sale of pre-built instruments available for immediate shipment. These instruments are discounted and ready to ship, providing faster delivery than custom builds.
- Parts and Accessories: Sale of guitar and bass parts including switches, knobs, jacks, pickups, tuners, cases, and control components. Parts range from $5 to $149.
- Merchandise and Accessories: Sale of branded merchandise including apparel (t-shirts $22-$30, hoodies $60), accessories (cleaner $13, fretwrap $15, multi-tool $25), and hats ($28).
- Financing Services: Partnered with Partial.ly to offer installment payment plans. Customers can pay a minimum 20% deposit, with remaining balance paid over time.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Guitar Models - Starting at $1,599 |
| One time/ perpetual license | Pay-as-you-go | Artist Signature Series - Starting at $1,849 |
| One time/ perpetual license | Pay-as-you-go | Bass Guitars - Starting at $1,749 |
| One time/ perpetual license | Pay-as-you-go | In-Stock Instruments - Variable discounted pricing |
| Unit Pricing | Pay-as-you-go | Parts and Small Components - $5 to $149 |
| Unit Pricing | Pay-as-you-go | Merchandise - $3 to $60 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Kiesel Guitars product offering
Product offeringCore offering
Kiesel Guitars designs and manufactures custom electric guitars and basses at its Escondido, California facility, selling them direct-to-consumer through its website with an online Virtual Builder configuration tool. Instruments are built to order in the USA and priced from roughly $1,599 to over $4,499 for guitars and from $1,749+ for basses, with build lead times of approximately 10-14 weeks. The company maintains proprietary pickup designs and a roster of more than 70 artist endorsements supporting its brand.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom electric guitars
- Custom bass guitars
Quantifiable outcome
- 10-14 week estimated build time for custom instruments
- +2 more outcomes
Companies that use Kiesel Guitars
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles1 record
Kiesel Guitars technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Kiesel Guitars partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Shop PayminorShop Pay payment platform used for checkout financing options on kieselguitars.com.
- AffirmminorAffirm financing option displayed on product pages for installment payments on custom builds and in-stock instruments.
- Partial.lyminorPartial.ly installment payment platform enabling customers to pay 20% deposit and remaining balance over time. Deposit example: $350 on $1,749 base model.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Kiesel Guitars competitors and assessment
Company assessmentDirect peers
- Suhr Guitars: Suhr is a US-based boutique builder known for custom-spec electric guitars and basses with proprietary pickups and player-pleasing ergonomics - a direct peer in small-batch American custom manufacturing, similar price points, and pro-player endorsements.
- Schecter Guitar Research: Schecter builds modern, metal/prog-oriented electric guitars and basses with extended-range configurations (7, 8 strings) - directly comparable to Kiesel's Vader, A2, and multiscale offerings, including price-overlap in the $1,000-$2,500 range.
- ESP Guitars: ESP operates a US Custom Shop alongside Japanese and Korean production lines, building made-to-order electric guitars and basses for professional and aspiring metal/prog players - directly comparable to Kiesel's custom-heavy, modern-feature-focused lineup.
- Paul Reed Smith Guitars (PRS): PRS is the benchmark US boutique-brand manufacturer offering custom-built electrics with artist signature models and extensive finish/wood options - the closest analog to Kiesel on premium American custom-shop positioning, price tier, and signature-artist strategy.
- Charvel: Charvel builds high-performance, hot-rodded electric guitars favored by metal/shred players, with USA Custom Shop and signature models - overlapping Kiesel on customer demographics and extended-range design philosophy.
- Ernie Ball Music Man: Music Man builds US-made premium electric guitars and basses with proprietary pickups and electronics, signature models (e.g., John Petrucci, Steve Lukather), and modern features - a direct peer in premium US-built electrics with strong artist programs.
- Jackson Guitars: Jackson's USA Custom Shop builds made-to-order metal/shred-oriented electric guitars and basses with high-output pickups and neck-through construction - directly overlapping Kiesel's signature roster (Cazares, Carpenter) and headless/multiscale product strategy.
- Tom Anderson Guitarworks: Tom Anderson is a small-batch US boutique builder offering fully-custom electric guitars with extensive finish, wood, and hardware options - directly comparable to Kiesel on bespoke custom-shop positioning and US craftsmanship, though at higher price points.
Emerging players
- Strandberg Guitars: Strandberg has built a modern, player-focused brand around headless, multiscale, and ergonomic electric guitars and basses - directly comparable to Kiesel's headless Kyber/Vader and multiscale programs, although smaller and more influencer-driven.
- Reverend Guitars: Reverend is a smaller US-affiliated boutique builder offering distinctive electric guitars and basses with proprietary pickups at accessible prices - a partial peer that competes with Kiesel in the indie/pro-player specialty segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kiesel Guitars social profiles
Digital presenceKiesel Guitars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kiesel Guitars leadership team
Management profileNumber of profiles
Profiles1 record
Kiesel Guitars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kiesel Guitars 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 Kiesel Guitars
What does Kiesel Guitars do?
Kiesel Guitars designs and manufactures custom electric guitars and basses at its Escondido, California facility, selling them direct-to-consumer through its website with an online Virtual Builder configuration tool. Instruments are built to order in the USA and priced from roughly $1,599 to over $4,499 for guitars and from $1,749+ for basses, with build lead times of approximately 10-14 weeks. The company maintains proprietary pickup designs and a roster of more than 70 artist endorsements supporting its brand.
Is Kiesel Guitars a public or private company?
Kiesel Guitars is a private company. It is classified as family owned and is currently operating.
When was Kiesel Guitars founded?
Kiesel Guitars was founded in 1946. It employs 11 to 50 people.
Where is Kiesel Guitars based?
Kiesel Guitars is headquartered in Escondido, United States, in the North America region.
How does Kiesel Guitars make money?
Five revenue lines are on record. Custom Instrument Sales are the primary driver. The others are in-Stock Instrument Sales, parts and Accessories, merchandise and Accessories and financing Services.
Who are Kiesel Guitars's main competitors?
Direct peers on record are Suhr Guitars, Schecter Guitar Research, ESP Guitars, Paul Reed Smith Guitars (PRS), Charvel, Ernie Ball Music Man, Jackson Guitars and Tom Anderson Guitarworks. Emerging players are Strandberg Guitars and Reverend Guitars.
Does Kiesel Guitars have an API?
No public API is recorded for Kiesel Guitars.
What industry is Kiesel Guitars in?
Kiesel Guitars's product category is Electric Guitars and Basses. Its primary akta.pro industry code is CRALAEAA, Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra), with a secondary code of MPAIAJAA, Musical Instruments (Acoustic & Electric). Its NAICS code is 339992 and its SIC code is 3931.