London, UK — Global Merchandising Services “Global”, an award-winning music, celebrity, and lifestyle merchandising company, have been appointed exclusive licensing agent for Fender Musical Instruments Corporation’s “Fender®”, in the U.K. and EMEA (non-exclusive for rest of the world).

Founded in 1946, Fender® has created guitars, amps, pedals, and accessories for players around the world and their innovative musical equipment has been played on more stages than any other company in the industry, revolutionizing music, and culture as one of the world’s leading musical instrument brands. With over 85% stage share and relied upon for quality, performance, and design, more artists use Fender® than other guitar brand in the world. Today, Fender® brands also include Squier®, Gretsch®, Jackson®, Charvel® and EVH® among others.

Global will develop a comprehensive brand extension program, working closely with Fender® to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender® partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.

Najla Quarry, Licensing Director, Fender Musical Instruments Corporation stated: “We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing program. Fender has a rich history of inspiring artists and fans alike, and this partnership will allow us to further extend our iconic brand into new markets and categories around the globe. Global’s expertise in managing leading global brands makes them an ideal partner, and together, we look forward to creating exciting new opportunities for our customers to engage with Fender in fresh and innovative ways. 

“Our partnership with Fender® expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music IP. We are beyond excited to be working with such a true pioneer in music,” commented Jens Drinkwater, Head of Licensing, Global.

About Fender Musical Instruments Corporation
Founded in 1946, Fender®’s worldwide guitars, amps, pedals and accessories have been played on more stages than any other company in the industry. For nearly 80 years, Fender® has created innovative musical equipment and revolutionized music and culture as one of the world’s leading musical instrument manufacturers, marketers and distributors. Fender Musical Instruments Corporation (FMIC)–whose portfolio of owned and licensed brands includes Fender®, Squier®, Gretsch® guitars, Jackson®, EVH®, Charvel®, Bigsby® and PreSonus® – follows a player-centric approach to crafting the highest-quality instruments and digital experiences across genres. Since 2015, Fender’s digital arm has introduced a new ecosystem of products and interactive experiences to accompany players at every stage of their musical journey. This includes innovative apps and learning platforms designed to complement Fender guitars, amplifiers, effects pedals, accessories and pro-audio gear, and inspire players through an immersive musical experience. FMIC is dedicated to unlocking the power of musical expression for all players, from beginners to history-making legends. In 2021, Fender celebrated 75 years of giving artists “wings to fly,” carrying on the vision of its founder, Leo Fender, and connecting players through a shared love of music. Join the conversation on social media by following @Fender across social platforms. 

About Global Merchandising Services Ltd.
Global Merchandising Services Ltd is an award-winning music, celebrity and lifestyle merchandising company. Headquartered in London and Los Angeles, Global is a licensing powerhouse with world-class expertise in design, product development, branding, manufacturing and direct sales. Global conducts business across all channels of retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing.