Jonathan Myall Music

What Jonathan Myall Music does

Jonathan Myall Music, operating as Just Flutes of London, is a privately held specialist musical instrument retailer headquartered at 46 South End, Croydon, UK. Founded in 1985 and incorporated as Just Flutes Ltd, the company self-describes as Europe's largest specialist flute retailer. It serves five distinct player segments from beginner through professional, plus a schools/educational B2B channel, with a customer base spanning at least 17 countries served via worldwide shipping. Core operations revolve around a physical showroom with appointment-based instrument trials, a global e-commerce storefront, a travelling showroom for regional UK customers, and an on-site repair workshop.

The company's product portfolio centers on flutes across the full skill ladder (student, step-up, intermediate, conservatoire, professional), priced from approximately $150 for entry-level student models to over $60,000 for fully handmade professional instruments from makers including Brannen Brothers, Burkart, Powell, and Nagahara. The assortment extends to piccolos, folk flutes, recorders, clarinets, saxophones, oboes, accessories, and sheet music/tutor books. Proprietary elements include the own-brand Just Flutes JFL series (JFL-201E student flute, JFL-101 Apprentice curved head flute) and the Perfect Performance Plan, a pre-delivery fine-tuning service for every new flute. Distribution is supported by an e-commerce platform (justflutes.com), content marketing via the Just Flutes Blog, organic social presence across Facebook/Instagram/YouTube/TikTok, and a community-engagement program anchored by the Just Flutes Orchestra and visiting-artist masterclasses.

The revenue model combines one-time retail sales across multiple price tiers with ancillary service revenue from on-site repair, instrument insurance brokerage, and finance arrangement commissions through the Omni Capital Retail Finance partnership (Take It Away scheme). Pricing is displayed in USD with free UK delivery over £25 and worldwide shipping from £1,000, and finance options offer 0% APR for qualifying purchases. The business is founder/closely held with no disclosed institutional investors, no funding rounds, and no public listing; management team details are not publicly disclosed.

Name

Jonathan Myall Music

Legal name

Just Flutes Ltd

Website

https://justflutes.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Jonathan Myall Music (Just Flutes of London) is Europe's largest specialist flute retailer, selling instruments from $150 to $60,000+ to beginner through professional players globally, with on-site repair, appointment-based trials, and worldwide e-commerce shipping.

Ownership category

akta.pro rank

Product category

Musical Instrument Retail

NAICS

Musical Instrument and Supplies Retailers (459140)

SIC

Musical Instruments (3931)

akta.pro primary industry

Musical Instruments (Acoustic & Electric) (MPAIAJAA)

akta.pro secondary industries

Instrument Accessories & Consumables Retail (Strings, Reeds, Sticks, Cables) (CRALAEAE), Instrument Repair, Maintenance & Luthier Services (CRALAEAF), Used & Vintage Musical Instruments Retail (CRALAEAH), Instrument Parts, Repair & Maintenance (Luthier, Tech Services, Spares) (MPAIAJAG)

Keywords

• Flute retail
• Woodwind instruments
• Musical instrument retail
• Sheet music sales
• Instrument repair services

Headquarters

HQ city

Croydon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Musical Instrument Sales: Retail sales of flutes, piccolos, woodwind instruments and accessories ranging from beginner student models to high-end professional handmade flutes priced up to $60,000+
2. Sheet Music and Books: Sale of printed music including tutor books, study materials, repertoire, exam music, and reference materials for various instruments
3. Repair Services: On-site repair studio providing instrument maintenance, servicing, and fitting of accessories such as curved headjoints
4. Finance Services: Partnership with Omni Capital Retail Finance to offer installment payment plans through Take It Away scheme and VAT-assisted purchases for qualifying customers

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Jonathan Myall Music operates Just Flutes of London, a specialist flute and woodwind retail business founded in 1985. The company sells flutes across every skill level (student, step-up, intermediate, conservatoire, professional), plus piccolos, folk flutes, recorders, clarinets, saxophones, oboes, accessories, sheet music, and related books. Revenue is supplemented by on-site repair services, appointment-based instrument testing, financing through the Take It Away scheme, instrument insurance, and the Perfect Performance Plan fine-tuning service.

Product overview

Jonathan Myall Music operates Just Flutes of London, Europe's largest specialist flute retailer, offering a comprehensive e-commerce platform for musical instruments and sheet music. The product portfolio centers on flutes at all levels (student through professional), supplemented by woodwind instruments (piccolos, folk flutes, recorders, clarinets, saxophones, oboes), accessories, and sheet music. The company offers own-brand instruments (Just Flutes JFL series), distributes major brands (Yamaha, Pearl, Jupiter, Trevor James, Azumi, Altus, Haynes, Muramatsu, Miyazawa, Sankyo, Powell, Brannen Brothers), and provides services including on-site repair workshop, instrument testing by appointment, travelling showroom, insurance, and finance options. Every new flute is covered by the Perfect Performance Plan with fine-tuning before delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Flutes Comprehensive range of flutes spanning student, step-up, intermediate, conservatoire, and professional levels in silver, gold, wood, and composite materials, including own-brand JFL series and major brands such as Yamaha, Pearl, Azumi, Trevor James, Altus, Haynes, Muramatsu, Miyazawa, Sankyo, Powell, Brannen Brothers, and Burkart. Customer base extends from beginners to professional orchestral players.
• Piccolos Piccolos ranging from student to professional level, with various materials and configurations, including dedicated student, step-up, conservatoire, and professional piccolos plus piccolo headjoints.
• Clarinets Clarinets including Bb, A, Eb, alto, bass, contrabass, and Nuvo Clarineo lines, from student to professional level.
• Saxophones Saxophones ranging from sopranino to bass, including Nuvo jSax, vintage and antique models.
• Oboes Oboes and cors for student to professional players.
• Folk Flutes Traditional and folk flutes including tin whistles (high and low), traditional flutes and piccolos, Native American style flutes, world flutes, panpipes, and ocarinas.
• Recorders Recorders in various sizes including descant, treble, tenor, bass, garklein, and sopranino recorders for educational and ensemble use.
• Sheet Music and Books Sheet music and books for flute, clarinet, saxophone, oboe, bassoon, recorder, string, and piano, including tutor books, studies, repertoire, exam music, aural and theory books, and manuscript paper.
• Musical Instrument Accessories Cases, cleaning equipment, reeds, mouthpieces, ligatures, barrels, stands, metronomes, tuners, music stands, neck straps, lyres, mutes, thumb rests, maintenance equipment, and electronics such as microphones and preamps for flute, piccolo, clarinet, saxophone, and double reed instruments.
• Instrument Repair Studio Services On-site repair workshop providing instrument maintenance, servicing, and custom fitting of headjoints and footjoints, including curved headjoint fitting for smaller players.
• Instrument Testing Service In-store instrument trials with expert advice and personal service available by appointment at the Croydon showroom, primarily for intermediate and professional instruments.
• Travelling Showroom Mobile showroom service bringing instruments and expert advice to regional customers unable to visit the main Croydon location.
• Finance Options (Take It Away Scheme) Installment payment plans through the Take It Away scheme and VAT-assisted purchases for qualifying customers, brokered by Just Flutes Ltd and underwritten by Omni Capital Retail Finance, with 0% APR options and FCA regulation.
• Perfect Performance Plan Comprehensive service plan covering new flute instruments, including fine-tuning before delivery to ensure optimal playability on arrival.
• School Supply Service Dedicated bulk purchasing service for schools and educational institutions, with school-specific pricing and VAT-exempt purchase eligibility.

Quantifiable outcome

• Every new flute fine-tuned via Perfect Performance Plan before delivery
• +1 more outcomes

Segments5 records

Ideal customer profiles4 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

Broad incumbents

• Sweetwater: Largest US online music instrument retailer with broad catalogue including woodwinds and accessories; comparable on the multi-channel retail and customer-service-led differentiation but serves a much wider category set than flute specialty.
• Thomann: Europe's largest online music retailer, headquartered in Germany, offering the full range of instruments including flutes; competes most directly with Just Flutes' e-commerce and international shipping proposition but at vastly broader scope and scale.
• Andertons Music: UK music retailer with strong online presence and brick-and-mortar stores selling guitars, woodwinds, and accessories; competes for the same school, beginner, and intermediate customer base but with broader category coverage.
• Dawsons Music: Long-established UK music retailer with physical showrooms and online channel covering instruments, accessories, and sheet music; comparable hybrid showroom-plus-DTC model with similar customer segments (students through professionals).
• Gear4music: UK-headquartered online music retailer with extensive instrument and accessories catalogue; most direct UK-based competitor on e-commerce scale and product breadth, though significantly less specialised on flute category depth.

Others

• Muramatsu Flutes: Japanese handmade flute manufacturer whose instruments Just Flutes distributes; relevant as a high-end supplier to the catalogue and as a brand-side competitor in the professional flute market.
• Powell Flutes: US-based handmade flute manufacturer whose instruments are stocked by Just Flutes at the professional tier; relevant as both a key supplier and a potential competitor in the handmade flute market through its own direct and dealer sales.
• Burkart Flutes: US-based handmade flute manufacturer stocked by Just Flutes at the professional tier; comparable as a premium flute brand competing for the same high-end customer and also functioning as a key supply partner.

Direct peers

• Flute World: US-based specialist flute retailer offering new, vintage, and rental flutes plus sheet music and accessories; the most direct comparable in terms of category focus, customer base (flutists across all levels), and DTC + showroom hybrid model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@justfluteslondon
• Facebookfacebook.com/justfluteslondon
• Instagraminstagram.com/justfluteslondon
• TikToktiktok.com/@justfluteslondon
• LinkedInlinkedin.com/company/jonathan-myall-music

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 Jonathan Myall Music