How Music Retailer Sweetwater Is Growing After a Record 2020

An updated megastore, a new publishing house and a foray into band instruments are key initiatives

After a record sales year for Sweetwater due in part to consumers finding solace in music during the pandemic, the online music retailer has embarked on several initiatives to maintain that momentum this year and into the next.

Those moves include launching a music publishing arm, opening a new 44,000-square-foot flagship store in Ft. Wayne, Ind. and offering band instruments this fall.

It’s all part of Sweetwater’s evolution since its founding in 1979 as a telemarketing company to becoming what it claims is the largest online seller of musical instruments and audio equipment, winning market share from legacy brick-and-mortar rivals via first-rate customer service.

“Many previous users who regularly visited brick and mortar stores were pushed online and we’re not seeing that reverse, even in states such as Fla.

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