Boullard Musique

What Boullard Musique does

Boullard Musique SA is a Swiss family-owned musical instrument retailer founded in 1979 by Alain Boullard, a precision mechanic and accordionist. The company operates from a 2,500 m² flagship store in Morges (between Lausanne and Geneva), complemented by a full e-commerce platform serving Switzerland and international customers via shipping. Stock covers more than 50,000 instruments and accessories across 13 categories — pianos and synthesisers, guitars and basses, drums and percussion, wind instruments, accordions, violins and harps, pro-audio/home studio, stage lighting, DJ equipment, cables, music books, and accessories.

The core technology layer is a standard e-commerce storefront on WordPress (based on URL structure) integrated with the physical store and Click & Collect. Operational differentiation comes from in-house capabilities rather than proprietary software: five specialized repair workshops (guitar, piano, wind, accordion, percussion), an instrument rental program with lease-to-own terms (6/12/24 months), and second-hand sales. The company also runs the École de Musique Alain Boullard, a music school established in 1976 with 42 teachers and approximately 800 students across piano, guitar, wind, drums, vocals, accordion, and group programs such as Willems, rock workshops, and MAO (computer-assisted music).

Revenue is generated through four streams: (1) one-time retail sales of new and second-hand instruments and accessories, with premium launches including a Bechstein A189 grand piano at CHF 68,990 and the Yamaha YTR-8335EA Xeno trumpet at CHF 3,590; (2) recurring semester-based music school tuition priced CHF 215–1,790 depending on format and student status; (3) recurring instrument rental with lease-to-own economics; and (4) professional repair and maintenance services, including home piano tuning. Boullard markets via website, blog, social media (Facebook, Instagram, YouTube), email newsletter, and recurring in-store brand events such as the Taylor Tone Show. Ownership remains with the founding family, with Alexandre Boullard acting as current public representative; no institutional investment or M&A activity is recorded.

Name

Boullard Musique

Legal name

Boullard Musique SA

Website

https://boullard.ch

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Boullard Musique SA is a Swiss family-owned retailer founded in 1979, operating Switzerland's largest music store from a 2,500 m² flagship in Morges alongside e-commerce, with 50,000+ instruments, a music school of 800 students, and five in-house repair workshops.

Ownership category

akta.pro rank

Product category

Musical Instrument Retail

NAICS

Musical Instrument and Supplies Retailers (459140)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra) (CRALAEAA)

akta.pro secondary industries

Instrument Repair, Maintenance & Luthier Services (CRALAEAF), Instrument Rentals & Leasing (Band/Orchestra Programs) (CRALAEAG), Instrument Accessories & Consumables Retail (Strings, Reeds, Sticks, Cables) (CRALAEAE), Pro Audio & Recording Equipment Retail (MI-adjacent) (CRALAEAC), Educational Music Products Retail (Method Books, Exam Prep, Classroom Instruments) (CRALAEAJ)

Keywords

• Musical instrument retail
• Music education services
• Instrument repair services
• Pro audio equipment
• Music accessories

Headquarters

HQ city

Morges

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Musical Instruments and Accessories: One-time purchase sales of musical instruments across multiple categories including pianos, guitars, drums, wind instruments, accordions, and accessories. Sells both new and used/second-hand instruments.
2. Instrument Rental/Leasing: Rental options available for instruments with lease-to-own options (e.g., 'Louez-moi sur 24, 12, 6 mois' with full deduction of rental fees upon purchase).
3. Music School and Lessons: Music education services with 42 teachers and nearly 800 students. Courses offered in piano, guitar, wind instruments, drums, vocals, accordion, and more. Semester-based pricing.
4. Repair and Maintenance Services: Professional repair services for all types of musical instruments including tuning, maintenance, and restoration. Home service available for piano tuning.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Boullard Musique is Switzerland's largest musical instrument retailer, operating a 2,500 m² flagship store in Morges (between Lausanne and Geneva) together with an e-commerce platform. It retails new and second-hand instruments across 13 categories (pianos, guitars/basses, drums/percussion, wind instruments, accordions, violins/harps, pro audio, lighting, DJ, cables, sheet music, accessories) with 50,000+ items in stock. The retailer complements sales with an on-site music school, five specialised repair workshops, and instrument rental with lease-to-own options.

Product overview

Boullard Musique is Switzerland's largest music instrument retailer, operating a 2,500 m² physical store in Morges (between Lausanne and Geneva) alongside an e-commerce platform. The company was founded in 1979 by Alain Boullard and employs over 30 experts. It ranks among the 20 largest music stores in Europe. Its product portfolio is structured around 13 core product categories spanning acoustic and digital musical instruments (pianos/synthesisers, guitars/basses, drums/percussion, wind instruments, accordions, violins/harps), professional audio and studio equipment (Sono/Studio/MAO), stage lighting, DJ equipment, cables, music books, and accessories/gifts. The company augments its retail operations with a music school (École de Musique Alain Boullard, founded 1976, with ~42 teachers and 800 students), a five-workshop repair centre covering guitars, pianos, wind instruments, accordions, and percussion, plus rental, second-hand, and promotional services. Stock includes over 50,000 instruments and accessories. Shipping is available across Switzerland and internationally, with a Click & Collect option at the Morges store.

Differentiator

Problem solved

Functional benefit

Brands

• École de Musique Alain Boullard: Music school operated by the company offering lessons in various instruments including piano, guitar, wind instruments, accordion, percussion, harp, and voice, with approximately 42 teachers and nearly 800 students.

Products and services

• Pianos / Synthés (Pianos & Synthesizers)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Taylor GuitarscoreChannel Partner/ Reseller/ DistributorTaylor Guitars is a major brand partner with dedicated product pages, regular in-store events, and exclusive demonstrations. Boullard hosts Taylor-specific events like the Taylor Tone Show featuring Taylor sales representatives.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/boullardmusique
• Facebookfacebook.com/boullardmusique
• Instagraminstagram.com/boullardmusique
• LinkedInlinkedin.com/company/boullard-musique

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 Boullard Musique