US guitar maker Fender opens flagship store in Tokyo banking on regional growth

Fender, the guitar of choice for some of the world’s biggest stars from Jimi Hendrix to Eric Clapton, is opening what it calls its “first flagship store” in its 77-year history. The American guitar manufacturer has chosen for its location Tokyo’s Harajuku, a hot spot for Japanese youngsters who love animation, outlandish fashion and, of course, American music. Asia-Pacific is on track to become the biggest music market in the world by 2030, and more stores are planned for the region. Fender’s Japan revenue has recorded double-digit percentage growth each year since 2015.