What DV247 does

DV247, now operating as MUSIC STORE, is one of Europe's largest online and physical retailers of musical instruments and professional audio equipment, founded in 1996 and headquartered in Cologne, Germany. The company runs an e-commerce platform offering more than 55,000 SKUs organized into 16 product categories — guitars, basses, drums, keys and synths, string instruments, PA systems, pro audio, software, DJ equipment, lighting, winds, instruments for children, sheet music, accessories, bargains, and merchandising — supplemented by house brands Fame (including the URM Series multi-effect processor and a 20th Anniversary Limited Edition) and Jack and Danny (LS II electric guitar series). Its physical flagship store in Cologne spans over 5,500 m² and is backed by a highly automated warehouse, enabling broad inventory availability and pan-European fulfillment. The UK business, historically operated under the DV247 brand, continues to serve British customers with a London-area sales and customer support team, while the website supports 34+ country/locale variants and 30+ currencies.

The technology stack is a commerce-led platform built on Intershop infrastructure integrated with a warehouse management system; the company does not disclose proprietary AI/ML capabilities, SDKs, or APIs. Operational differentiation comes from physical fulfillment and pre-shipment quality control — every guitar, bass, and saxophone is unpacked, inspected, adjusted, and tuned before dispatch. Customer-facing policies include free UK shipping on orders over £150, a 30-day money-back return policy, a 3-year warranty, and Klarna as a financing option. Marketing is multi-channel and content-driven, leveraging a YouTube presence (MusicStore TV), email newsletter, beginner buyer's guides, and SEO-optimized category pages.

The business model is direct-to-consumer e-commerce with a one-time product sales revenue stream; pricing is unit-based and publicly disclosed. The company serves individual musicians ranging from beginners to professionals, professional studios and live performance venues, and educational institutions (schools, music academies, programs requiring student instruments). Segmentation is hybrid across persona, use case, and vertical. The legal entity, MUSIC STORE professional GmbH, is a privately held German limited liability company with no disclosed external investors, funding rounds, or parent company.

Name

DV247

Legal name

MUSIC STORE professional GmbH

Website

https://dv247.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

DV247, now operating as MUSIC STORE, is a privately held European e-commerce and physical retailer offering 55,000+ musical instruments, pro audio, DJ equipment, and accessories across 34+ countries, backed by a 5,500 m² automated warehouse in Cologne, Germany.

Ownership category

akta.pro rank

Product category

Musical Instruments Retail

NAICS

Musical Instrument and Supplies Retailers (459140), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)

akta.pro secondary industries

Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra) (CRALAEAA), Pro Audio & Recording Equipment Retail (MI-adjacent) (CRALAEAC), DJ Equipment & Electronic Music Gear Retail (CRALAEAD)

Keywords

• Musical instruments retail
• Pro audio equipment
• DJ gear sales
• Music store e-commerce
• Studio recording equipment

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of musical instruments, pro audio, DJ equipment, and recording gear through an online storefront. Revenue is generated through one-time transaction fees for individual product purchases across categories including guitars, basses, drums, keyboards, PA systems, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

DV247 (now MUSIC STORE) operates a multi-category online and physical retail business selling musical instruments, pro audio equipment, DJ gear, recording equipment, and accessories. The business combines an e-commerce storefront serving 30+ countries with one of Europe's largest music retail stores in Cologne, Germany, carrying 55,000+ products across categories such as guitars, basses, drums, keyboards, PA systems, and stage lighting.

Product overview

DV247 (now MUSIC STORE) is an online e-commerce platform and one of Europe's largest music instrument retailers. The company operates as a multi-category online music store offering musical instruments, pro audio equipment, DJ gear, and recording equipment. The platform is organized around distinct product categories: Guitars, Basses, Drums, Keys & Synth, String instruments, PA Equipment, Pro Audio, Software, DJ Equipment, Lighting, Winds, Instruments for Kids, Sheet Music, and Accessories. Additionally, the company offers sub-brands including the Fame house brand (Fame URM Series, Fame 20th Anniversary Edition) and Jack and Danny (LS II guitar series). The business model combines an online retail platform with a large physical store in Cologne, Germany (5,500+ m²), and a highly automated warehouse supporting over 55,000 products.

Differentiator

Problem solved

Functional benefit

Products and services

• Guitars
• Basses Electric and acoustic bass guitars sold to individual musicians and professional players.
• Drums Drum kits, cymbals, and percussion instruments sold to drummers and studios.
• Keys & Synth Keyboards, digital pianos, and synthesizers sold to keyboardists, producers, and composers.
• String instruments Orchestral string instruments including violins, cellos, and violas, sold to classical players and students.
• PA Equipment Public address systems, speakers, amplifiers, and mixing consoles for live sound, sold to venues, bands, and sound engineers.
• Pro Audio Professional recording equipment, audio interfaces, and studio gear sold to recording studios, producers, and home recordists.
• Software Music production software, DAWs, virtual instruments, and effects plugins sold to producers and musicians.
• DJ Equipment DJ controllers, mixers, turntables, and all-in-one DJ systems sold to DJs of all levels.
• Lighting Stage lighting, LED fixtures, controllers, and lighting effects sold to venues, bands, and event producers.
• Winds Wind instruments including brass and woodwind sold to wind players, schools, and ensembles.
• Instruments for Kids Musical instruments designed for children and beginners, sold to parents and educational programs.
• Sheet Music Printed and digital sheet music, songbooks, and educational materials sold to students, teachers, and musicians.
• Accessories Instrument accessories including cases, stands, cables, straps, and replacement parts sold to musicians and studios.
• Fame URM Series Multi-effect processor series under the Fame house brand, sold to guitarists.
• Fame 20th Anniversary Edition Limited edition commemorative instruments celebrating the Fame brand's 20th anniversary, sold to collectors and players.
• Jack and Danny LS II Electric guitar series under the Jack and Danny house brand, sold to guitarists.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gear4music: Gear4music is a UK-headquartered, AIM-listed online musical instrument retailer with a multi-category catalog and pan-European fulfilment — the closest publicly traded peer. Directly comparable in target customer (individual and pro musicians), product mix, and pricing-oriented e-commerce go-to-market.
• Andertons Music Co: Andertons is a UK musical instrument and pro audio retailer with stores and a large e-commerce operation across guitars, keys, drums, and recording gear. Directly comparable to the UK-side offering of DV247/Music Store in customer base and brand-led specialty retail.
• Thomann: Thomann is Germany's music retailer and widely cited as Europe's largest online music retailer, carrying instruments, pro audio, DJ, lighting, and studio gear across all categories DV247/Music Store covers. It is the most direct head-to-head competitor, particularly in Germany and continental Europe, with comparable breadth and a similar omnichannel (huge warehouse + e-commerce) model.
• American Musical Supply: American Musical Supply is a large US pro audio, recording, DJ, and lighting-focused retailer with strong e-commerce fulfillment. Closely comparable on the pro audio / DJ subset of DV247/Music Store's catalog and on its professional/studio customer segment.
• Sweetwater: Sweetwater is the largest US online music instrument and pro audio retailer, with a deep catalog across guitars, keys, drums, DJ, and recording gear plus a renowned free gear advice/sales engineer model. Directly comparable in product breadth, customer focus, and e-commerce scale, though dominant in North America rather than Europe.
• Bax Music: Bax Music is a large Dutch-headquartered multi-category music retailer with strong Benelux and broader European fulfilment. It directly overlaps DV247/Music Store on instruments, pro audio, DJ, and lighting categories and competes in overlapping European markets.
• Guitar Center: Guitar Center is the largest US multi-channel musical instrument retailer, combining a deep store footprint with a large e-commerce operation. Comparable in product breadth across instruments and pro audio, omnichannel positioning, and customer segment (beginner through professional).
• Reverb: Reverb is an online marketplace for new and used musical instruments and gear, owned by Etsy. Comparable to DV247/Music Store's core catalog through its instruments/pro audio focus and an alternative purchasing channel for many of the same buyer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/user/MusicStoreTV
• Xx.com/dv247uk
• LinkedInlinkedin.com/company/dv247-digital-village

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 DV247