Distribution: Rolling Out The Line

The Fred Gretsch Mfg. Co. Catalog, 1939
Gretsch was both a manufacturing company and a large wholesaler.  Unlike some distributors who sold directly to customers, Gretsch stated that they had a “long-standing policy of guarding jealously the interests and rights of established retailers of musical merchandise.”

The role of the distributor expanded in the late 1930s and into the 1940s. Although some manufacturers continued to supply retailers directly, many lacked the resources to do their own distribution. In addition, small, unknown producers lacked brand name recognition and relied on the better-known name of the distributors to sell their products.

A few months after the bombing of Pearl Harbor, both imported and domestic musical instruments were no longer available for wholesalers to market. As a result, distributors had to scramble to find alternatives in order to stay in business. Creative in their efforts, they branched out into second-hand instruments, stationery, paint, appliances and numerous novelty items.

After the war, distributors became an even more important link between musical instrument manufacturers and retailers. By 1949, their numbers had grown significantly. Chicago, because of its central location in the country, grew into the Mecca of distribution houses.