Behringer parent company Music Tribe announces partnership with Sweetwater

The next step in Music Tribe’s move away from brick and mortar distribution.

Synths in store display

Image: Sergiy Tryapitsyn / Alamy Stock Photo

Behringer parent company Music Tribe has announced a new partnership with US online retail giant Sweetwater. This follows Music Tribe’s move away from distribution through traditional brick and mortar stores.

The “Super Partnership” was announced yesterday (6 January) and will see the two companies collaborate in several areas. Music Tribe, which manufactures its products in-house, will ship its products directly to Sweetwater’s warehouses. This is said to bring a cost reduction of up to 40 per cent on products in the future.

As well as this, customer service and repairs – on Behringer products and other brands handled by Music Tribe – will be directly supported by Sweetwater.

Music Tribe, in a statement, also commented on how the partnership will benefit future product development.

“Sweetwater’s tremendous product and market knowledge will enable huge opportunities around co-innovation for new products,” it said. “With Music Tribe’s eight global innovation centers and 400+ world-class engineers, we will be able to turn around product ideas in record time.”

One of the brand’s future plans involves a “customer co-innovation application process” that will let users themselves “participate in the definition and design” of new products.

Uli Behringer, CEO of Music Tribe remarked on the partnership: “We are extremely honored and thrilled to enter this truly purposeful relationship with Sweetwater, who will serve our retail customers with Music Tribe’s entire offering of retail brands and products.”

“This strategic relationship will now open the door for a deep integration and collaboration – all for the benefit of the customer.”

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