Australasian Music Supplies

What Australasian Music Supplies does

Australasian Music Supplies Pty Ltd (AMS) is a Melbourne-headquartered wholesale distributor of musical instruments and accessories, founded in May 1978 by Kevin Hague, who continues to serve as President. The company self-describes as Australia's largest volume wholesaler of musical instruments and equipment, operating from a 125,500 square foot (11,659 square metre) office and warehouse complex in the south eastern suburbs of Melbourne. AMS distributes over 10,000 product lines spanning guitars, ukuleles, percussion and drums, amplifiers, keyboards, and accessories, representing a portfolio that combines internationally recognized brands (Dunlop, Remo, Laney, Wittner, Graph Tech, Stentor, Danelectro, Samick, Mahalo, Valencia, Waltons) with multiple home-grown proprietary brands developed in-house (Essex, Xtreme, Gypsy Rose, Redding, Gilman, 1880 Ukulele Co., Bryden).

AMS operates a B2B wholesale business model, selling exclusively to specialty music retailers and authorized dealers through a formal dealer registration system and dedicated dealer resource portal. Products are not sold directly to consumers and are not available through mass retailers. The company's home-grown brands Essex and Gypsy Rose Guitars have achieved international distribution in over 70 countries, indicating a substantial export component alongside the Australian domestic wholesale operation. Revenue is generated through wholesale hardware sales across the product portfolio, with a General Manager of Logistics and Warehouse (Mark Fountain) overseeing picking, packing, assembly, and container unloading operations. The company is privately held with no external investors, parent company, or private equity backing disclosed, and maintains founder-ownership continuity since 1978.

The strategic posture emphasizes vertical integration through proprietary brand development in distinct market segments: Valencia (classical guitars since 1972, now distributed), Essex (acoustic/electric guitars since 1998), Xtreme (bags/cases/stands since 2004), Gypsy Rose (female-focused 7/8 scale guitars since 2008), Redding (entry-level acoustics since 2015), Gilman (traditional guitars since 2018), and 1880 Ukulele Co. (premium ukuleles launched in 2023). AMS does not maintain a mobile application, does not offer an API or SDK, and operates without disclosed AI/ML capabilities, reflecting its position as a traditional physical-goods wholesale distributor. Contact channels include a general sales email ([email protected]) and phone line ((03) 9549 1500).

Name

Australasian Music Supplies

Legal name

Australasian Music Supplies Pty Ltd

Website

https://austmusic.com.au

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Australasian Music Supplies is Australia's largest volume wholesaler of musical instruments and accessories, founded in 1978 and headquartered in Melbourne. It distributes over 10,000 product lines from 40-plus international and home-grown brands exclusively to specialty music retailers across Australia and 70-plus export markets.

Ownership category

akta.pro rank

Product category

Musical Instrument Wholesale Distribution

NAICS

Other Professional Equipment and Supplies Merchant Wholesalers (423490), Musical Instrument and Supplies Retailers (459140)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

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), Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)

Keywords

• Musical instrument wholesale
• Music equipment distribution
• B2B music retailer supply
• Guitar and ukulele brands
• Music accessories distribution

Headquarters

HQ city

Clayton South

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Distribution: AMS generates revenue by distributing musical instruments and accessories to music retailers and dealers across Australia and export markets. They carry over 10,000 product lines from various brands.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Australasian Music Supplies (AMS) is Australia's largest volume wholesaler of musical instruments and accessories, distributing over 10,000 product lines from a 125,500 square foot warehouse and office complex in Melbourne. The company supplies specialty music retailers and dealers across Australia, New Zealand, and over 70 export countries, carrying both home-grown brands (Essex, Redding, Gypsy Rose, 1880 Ukulele Co., Bryden, Xtreme) and internationally distributed brands (Valencia, Mahalo, Danelectro, Silvertone, Samick SGW, Laney, Dunlop, GraphTech, Wittner, Remo).

Product overview

Australasian Music Supplies (AMS) is Australia's largest volume wholesaler of musical instruments and equipment, operating from an 11,659 square metre facility in Melbourne since 1978. The company distributes over 10,000 product lines representing the best range of quality and value musical brands. The product portfolio spans multiple categories: Guitars (Valencia classical guitars, Mahalo ukuleles, Gilman, Redding, Essex, Bryden, Gypsy Rose, 1880 Ukulele Co., Danelectro, Silvertone, Samick Guitar Works SGW), Percussion and Drums (Brixton, DXP, Total Percussion, Remo drumheads, Mano Percussion, Carlsbro), Amplifiers (Laney), Keyboards (Hemingway Digital Keyboards), and Accessories (Xtreme bags/cases/stands, GraphTech nuts/saddles, Dr. Parts, Clip It/Snark/Grover/Gotoh tuners, Gallistrings, Wittner metronomes, V Case, Hearos, Shadow electronics, RhythmTech, Waltons Irish instruments, Fontaine band instruments, Stentor violins). AMS also develops home-grown brands including Essex, Redding, Bryden, Gypsy Rose, and 1880 Ukulele Co.

Differentiator

Problem solved

Functional benefit

Brands

• Essex: Acoustic, Electric, Bass and Lap Steel Guitars, Guitar & Bass Amplifiers, Folk Instruments and Accessories
• Redding
• Gypsy Rose
• 1880 Ukulele Co.
• Bryden
• Xtreme
• Australasian

Products and services

• Valencia Guitars Classical guitars distributed by AMS, established in Melbourne in 1972. Features series including 100, 200, 400, 430, 700, and 200h models, marketed to student guitarists through specialty music stores.
• Mahalo Ukuleles Ukulele brand distributed by AMS. Available in Island Series, Art Series, Artist-Elite2, Kahiko, and Rainbow variants.
• Gilman Guitars Traditional guitar making combined with modern manufacturing technology and precision hand crafting. Developed by AMS over two years for the Australian market, released early 2018.
• Redding Acoustic Guitars AMS home-grown brand aimed at aspiring entry level players with great tone and easy to play necks. Includes acoustic guitars and electric/acoustic guitar and amp packages.
• Essex Guitars AMS home-grown brand including Acoustic, Electric, Bass and Lap Steel Guitars, Guitar & Bass Amplifiers, and Folk Instruments. Manufactured in Southern China with in-house quality control.
• Bryden Banjos, Mandolins, and Resonator Guitars AMS home-grown brand of banjos, mandolins, and resonator guitars crafted from select tonewoods. Available only through specialty music stores.
• Gypsy Rose Guitars 7/8 scale guitars designed specifically for the female market with attractive branding, bonus accessories, and targeted marketing. Currently sold in over 70 countries worldwide.
• 1880 Ukulele Co. Quality ukulele brand developed in-house at AMS. Commemorates Manuel Nunes' 1880 ukulele invention and Queen Lili'uokalani's support of the instrument. Manufactured in a specially designed facility.
• Dr. Parts Guitar Parts Guitar parts and accessories brand offering replacement necks, bodies, tuning machines, bridges, pickups, and electronic components for electric, acoustic, and bass guitars.
• Box Guitars Innovative guitars including the 12-string dual electric touch style guitar, plus guitar care products (Kwik Fret, Kwik San) and stomp boxes (Classic-Atom, wedge-baby).
• Dunlop / Jim Dunlop Leading manufacturer of electronic effects, picks, capos, slides, strings and other musical instrument accessories. Includes MXR effects pedals, Cry Baby wah pedals, and Way Huge boutique effects.
• Brixton Drums Drum brand producing drum kits and accessories including drum heads, drum pedals, cymbal stands, hi-hat stands and snare drum stands.
• DXP Drum Kits Drum kits and percussion equipment, including snare drums, full drum kits, and kids drum kits.
• Remo Drumheads World drumhead specialist offering Weatherking, Controlled Sound, Pinstripe, Smooth White, Powerstroke, Fiberskyn, Suede, Renaissance, Nuskyn, Skyndeep, and Comfort Sound Technology products.
• Mano Percussion Percussion instruments including bongos, congas, and kid-friendly percussion instruments.
• Laney Amplifiers Guitar and bass amplifiers including Lionheart Foundry, Ironheart Foundry, Prism Mini, and Cub series. Includes LIONHEART FOUNDRY SUPERTOP, IRF-LEADTOP, DUALTOP heads, and The Difference Engine stereo delay pedal.
• Xtreme Bags, Cases, and Stands Australia's top choice for instrument bags, cases, stands and accessories since 2004. Grown to over 300 products in four main categories: Xtreme Cases, Xtreme Bags, Xtreme Stands, Xtreme Pro Stands.
• GraphTech Guitar parts manufacturer producing TUSQ, NuBone, String Saver, ResoMax, Ghost, Ratio and Fossalite products including nuts, saddles, and pickup systems.
• Hemingway Digital Keyboards Electronic keyboards including HK240 (61 note with 467 sounds, 203 rhythms, 32 note polyphony) and HK100 (128 sounds, 100 rhythms, learning function). Features touch response, auto accompaniment, USB to Host, and recording capabilities.
• Clip It Tuners Digital clip-on chromatic tuners for guitars, basses, ukuleles, violins. Features high-sensitivity piezo sensors, compact lightweight design, and fast accurate tuning with 3 colour backlit displays.
• Snark Tuners Easy to use and accurate clip-on tuners for various instruments, known for reliability and precision tuning.
• Grover Tuners Machine heads and tuners for guitars, bass, pedal steel, mandolin, dulcimer, ukulele and violin. Nearly a century of experience with a lifetime warranty on all tuners.
• Gallistrings Musical strings company producing natural gut strings and automated wound strings. Now run by Tommaso II using computerised winding machines ensuring precision.
• Danelectro Guitars Guitar brand famous for 'lipstick' single-coil pickups and masonite construction. Current series made in Korea built to original specifications since 2006.
• Silvertone Guitars Brand known for well-made inexpensive guitars played by Jerry Garcia, Chet Atkins, Bob Dylan, Jack White and others. Re-issue models introduced from 2013.
• Samick Guitar Works SGW Guitar brand featuring dedicated SGW production line with best builders, exotic tonewoods from Africa, India and North America, and Fishman electronics.
• Waltons Music Irish music company producing music publications, bodhrans, tin whistles, songbooks, and instruments including guitar, accordion, mandolin, banjo, harp, flute, bouzouki, whistle, concertina, and fiddle.
• Wittner Precision metronomes including TAKTELL, plus tuning forks, string accessories, stands, and articles for storage and maintenance.
• RhythmTech Innovative percussion accessories including the crescent-shaped tambourine with cushioned grip for better balance and easier playing.
• Shadow Electronics Guitar electronics manufacturer producing pickups and acoustic guitars. Developed revolutionary Nanoflex transducer, NanoMAG magnetic pickup, and PanaFlex dual pickup system.
• V Case Instrument cases and bags combining durability, lightweight construction, and premium materials. Includes ABS moulded hard cases and bags for acoustic and electric guitars, ukuleles, banjos, mandolins, cellos, violins, and violas.
• Hearos High-quality ear plugs focused on best fit and comfort for musicians. One of the most successfully marketed ear plug brands worldwide.
• Gotoh Precision machine heads and guitar tuners. Japanese manufacturer known for high-quality tuning machines used by many major guitar brands worldwide.
• Fontaine Instruments Band instruments including flutes, saxophones, clarinets, and trumpets.
• Stentor Student and intermediate violins and violas. Known for quality instruments suitable for developing musicians with a focus on playability and value.
• Total Percussion Drum kits, cymbals, and drumsticks. Products include 100% American Hickory drumsticks and practice pad accessories.
• Angel Musical Instruments Musical instruments including xylophones. Featured in AMS brand portfolio alongside percussion brands.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

37 partnerships are on record, tiered core.

• DanelectrocoreChannel Partner/ Reseller/ DistributorAMS distributes Danelectro guitars in Australia and New Zealand. Danelectro was founded in 1947 and is known for their distinctive lipstick pickup design and vintage-style guitars made in Korea.
• Graph Tech Guitar LabscoreChannel Partner/ Reseller/ DistributorAMS distributes Graph Tech products including TUSQ nuts and saddles, String Saver saddles, and Ghost pickup systems. Graph Tech manufactures more guitar nuts and saddles than any other company worldwide.
• Waltons MusiccoreChannel Partner/ Reseller/ DistributorAMS distributes Waltons Music products - an Irish company founded in 1922 by Martin Walton, known for music publications, bodhrans, and tin whistles. Waltons directly employs over 100 people in Ireland.
• WITTNER GmbH & Co. KGcoreChannel Partner/ Reseller/ DistributorAMS distributes Wittner precision metronomes and musical accessories. Founded in 1895 by Gustav Wittner, Wittner is the manufacturer with the widest range of metronomes in the world, now run by third and fourth generation Horst and Sabrina Wittner.
• XTR (Musical Accessories)coreChannel Partner/ Reseller/ DistributorAMS distributes XTR musical accessories - a brand known for guitar cases, bags, and accessories.
• DXP (Drums)coreChannel Partner/ Reseller/ DistributorAMS distributes DXP drum kits and percussion products.
• Bryden BanjoscoreChannel Partner/ Reseller/ DistributorAMS-developed brand creating Banjos, Mandolins, and Resonator Guitars. Designed by AMS's product design team of musicians and instrument specialists, crafted from select tonewoods for exceptional tone.
• 1880 Ukulele CompanycoreChannel Partner/ Reseller/ DistributorAMS developed this brand over two years of investigation, testing, and product development. Manufactured in a specially designed facility using select tonewoods. Commemorates Manuel Nunes' 1880 ukulele invention and Queen Liliuokalani's support of the instrument.
• Galli Musical Strings CompanycoreChannel Partner/ Reseller/ DistributorAMS distributes Gallistrings - an Italian string manufacturer established in 1890 by Tommaso Galli. Now run by Tommaso II, Galli produces natural gut and automated wound strings with over a century of expertise.
• Redding Acoustic GuitarscoreChannel Partner/ Reseller/ DistributorAMS home-grown brand launched mid-2015. Aimed at entry-level players with great tone and easy-play necks. Over 60 models available including acoustic guitars and amp packages. Sales have greatly exceeded expectations.
• Gypsy Rose GuitarscoreChannel Partner/ Reseller/ DistributorAMS developed 7/8 scaled guitars for female market, launched at Winter NAMM 2008. Instant success with over 50 countries signing exclusive distribution rights. Now sold in over 70 countries worldwide.
• Essex GuitarscoreChannel Partner/ Reseller/ DistributorAMS home-grown brand introduced in 1998 following Valencia's focus on classical guitars. Includes Acoustic, Electric, Bass, Lap Steel Guitars, Amplifiers, Folk Instruments and Accessories. Now sold in over 70 countries.
• Xtreme (Cases, Bags, Stands)coreChannel Partner/ Reseller/ DistributorAMS home-grown brand since 2004. Australia's top choice for instrument bags, cases, stands and accessories. Grown to over 300 products in four categories: Xtreme Cases, Bags, Stands, and Pro Stands.
• Samick Guitar Works (SGW)coreChannel Partner/ Reseller/ DistributorAMS distributes Samick Guitar Works guitars. Samick has manufactured for world's leading guitar brands for 60 years and created SGW to build world's best affordable guitar using their expertise.
• SilvertonecoreChannel Partner/ Reseller/ DistributorAMS distributes Silvertone guitars. Brand originated with Sears Roebuck (1915-1972), now owned by Samick Music Corporation. Known for instruments played by Jerry Garcia, Chet Atkins, Bob Dylan, and others.
• Dunlop (Jim Dunlop / MXR / Cry Baby)coreChannel Partner/ Reseller/ DistributorAMS distributes Dunlop, MXR, and Cry Baby products. Dunlop Manufacturing founded 1965 in California, now a leading manufacturer of electronic effects, picks, capos, slides, and strings. MXR pioneered effects pedals since 1972.
• RemocoreChannel Partner/ Reseller/ DistributorAMS distributes Remo drumheads. Remo D Belli invented the first synthetic Mylar drumheads in 1957. Remo is a worldwide leader in percussion with products including Weatherking, Pinstripe, and Fiberskyn drumheads.
• Laney AmplificationcoreChannel Partner/ Reseller/ DistributorAMS distributes Laney amplifiers. Laney is a British amplifier manufacturer known for products used by Tony Iommi of Black Sabbath and other artists.
• Greg Bennett (Guitars)coreChannel Partner/ Reseller/ DistributorAMS distributes Greg Bennett guitars - a brand associated with quality acoustic and electric guitars.
• GrovercoreChannel Partner/ Reseller/ DistributorAMS distributes Grover machine heads and guitar accessories. A century-old company keeping string instruments in tune, with products for guitar, bass, pedal steel, mandolin, ukulele and violin.
• Shadow ElectronicscoreChannel Partner/ Reseller/ DistributorAMS distributes Shadow products including pickups and acoustic guitars. Founded 1971 by Joe Marinic in Germany, Shadow invented the world's first under-saddle guitar pickup and operates advanced production facilities.
• Box GuitarscoreChannel Partner/ Reseller/ DistributorAMS distributes Box Guitars created by Australian entrepreneur Stu Box. Stu Box is recognized as founder of the 12-string dual electric touch style guitar, with over 30 unique musical products distributed across Australasia, USA and Europe.
• Mahalo UkulelescoreChannel Partner/ Reseller/ DistributorAMS distributes Mahalo - the No. 1 selling ukulele brand in many countries worldwide. Millions of musicians have started their musical journeys on Mahalo ukuleles.
• Valencia GuitarscoreChannel Partner/ Reseller/ DistributorAMS distributes Valencia Guitars - established in Melbourne 1972. The No. 1 selling classical guitar brand in many countries. Over 50 years of providing student guitarists with quality instruments at excellent value.
• RhythmTechcoreChannel Partner/ Reseller/ DistributorAMS distributes RhythmTech percussion products. Founded by Richard Taninbaum who invented the crescent-shaped tambourine with cushioned grip, revolutionizing percussion since 1980.
• Brixton DrumscoreChannel Partner/ Reseller/ DistributorAMS distributes Brixton Drums - known for innovative drum design combining traditional craftsmanship with modern technology. Produces drum kits and accessories including heads, pedals, and stands.
• Dr. PartscoreChannel Partner/ Reseller/ DistributorAMS distributes Dr. Parts guitar parts and accessories including replacement necks, bodies, tuning machines, bridges, pickups, and electronic components for electric, acoustic, and bass guitars.
• Clip It (Digital Tuners)coreChannel Partner/ Reseller/ DistributorAMS distributes Clip It clip-on tuners known for reliability and precision tuning. Products include WTU1, WTU2 Super, and WTU3 Ultra with 3-color backlit LCD displays.
• V CasecoreChannel Partner/ Reseller/ DistributorAMS distributes V Case instrument cases and bags. Offers durable, lightweight ABS moulded hard cases for acoustic/electric guitars, ukulele, banjo, mandolin, cello, violin, and viola.
• StentorcoreChannel Partner/ Reseller/ DistributorAMS distributes Stentor violins and violas. Known for quality student and professional string instruments.
• SnarkcoreChannel Partner/ Reseller/ DistributorAMS distributes Snark tuners - easy to use and accurate clip-on tuners for various instruments.
• Fontaine InstrumentscoreChannel Partner/ Reseller/ DistributorAMS distributes Fontaine instruments including flutes, saxophones, clarinets, and trumpets.
• GotohcoreChannel Partner/ Reseller/ DistributorAMS distributes Gotoh machine heads and guitar hardware. Japanese manufacturer known for precision tuning machines and guitar components.
• HearoscoreChannel Partner/ Reseller/ DistributorAMS distributes Hearos hearing protection. Founded 1992 by Doug Pick in California, Hearos focuses on quality ear plugs for musicians.
• CarlsbrocoreChannel Partner/ Reseller/ DistributorAMS distributes Carlsbro electronic drums and percussion pads including the OKTO A percussion pad.
• Mano PercussioncoreChannel Partner/ Reseller/ DistributorAMS distributes Mano Percussion including bongos and percussion instruments.
• Total PercussioncoreChannel Partner/ Reseller/ DistributorAMS distributes Total Percussion drumsticks (100% American Hickory), cymbals, and percussion accessories.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JHS: JHS is the UK's largest independent musical instrument and pro audio distributor, carrying a broad multi-brand portfolio and serving specialty retailers — directly comparable in business model, channel mix, and scale to AMS in Australia.
• Sound Technology Ltd: Sound Technology is a UK-based distributor of musical instruments, pro audio, and lighting, distributing brands like Fender, Boss, and Martin to specialty retailers — a close analogue to AMS's B2B wholesale distribution model.
• Music Industries Corporation: Music Industries Corporation is a US musical instrument distributor representing multiple international brands to specialty retailers, operating on the same multi-brand wholesale model as AMS.
• Hal Leonard Corporation: Hal Leonard is the largest music publisher and print/distribution company in the world, with a deep instrument and accessory distribution arm serving retailers globally — analogous in serving as a multi-brand wholesale channel to specialty music stores.
• Westside Distribution: Westside Distribution is a UK-based musical instrument and pro audio distributor serving retailers with a multi-brand portfolio including Orange, Markbass, and Larrivee — structurally similar in channel and product breadth to AMS.

Broad incumbents

• Yamaha Corporation: Yamaha is a global manufacturer of musical instruments, pro audio, and electronics with vertically integrated distribution across the markets AMS serves, making it a strategic reference point for wholesale-channel economics.
• Fender Musical Instruments: Fender is the world's largest guitar manufacturer and has aggressively built direct-to-consumer and dealer-direct channels, competing with AMS for end-consumer dollars and influencing the broader distribution dynamics AMS depends on.
• Gibson: Gibson is a major guitar and pro audio manufacturer that has expanded direct-to-retail and DTC channels, and represents both a supplier-relationship and competitive-context for AMS.
• Roland Corporation: Roland is a leading manufacturer of electronic instruments, keyboards, and pro audio equipment that competes in many of the same product categories AMS distributes, with its own global distribution footprint.
• Casio: Casio is a major keyboard and digital instrument manufacturer that competes in the entry-level and prosumer keyboard segments where AMS distributes competing brands, including its own Hemingway line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/austmusic
• LinkedInlinkedin.com/company/australasian-music-supplies

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Australasian Music Supplies