The World's Leading Guitar Manufacturer. With his Telecaster, Stratocaster, and Precision Bass, Leo Fender provided a platform to electrify the great rock 'n' roll explosion of the 1950s. Today, Fender offers cool instruments to electric guitar lovers across the entire spectrum. We understand Fender, and like you, we love Fender!
The story of Fender begins in the late 1930s with the introverted but fiercely determined Leo Fender repairing radios in his small workshop near Los Angeles. Soon people were asking him to examine and repair their under-powered steel guitar amplifiers and, realising he could produce a competitive product, it wasn't long before the first Fender amp appeared. Similarly, a pickup repair inspired Mr Fender to try his hand at building a simple steel guitar, which eventually led to what we know today as the Fender Telecaster.
He saw the advantages of producing a bass version (economy of space, potential for higher volume, etc.) but he had the foresight to press frets into the fingerboard, thus aiding part-timers to pitch notes "precisely." For it's entire life, the Fender 'Precision' Bass has remained the "ground zero" of bass guitars. Soon we saw the Stratocaster, Jazzmaster, Jazz Bass, and a wonderful range of high quality amplifiers. But in 1965 (six months before Bob Dylan "went electric" with a Fender Stratocaster) the company was sold to CBS/Sony for $13M due to Mr Fender's ill health.
History tells us that the British Invasion was complete in 1967 when Jimi Hendrix arrived from England to appear at 'Monterey Pop' with his Stratocaster plugged into big English amps. These 'stacks' were heavily based on the 5F6A circuit of the 1950s Tweed Fender Bassman.
But in the early 1980s, Fender lurched toward insolvency due to management's failure to respect (in quality control or marketing) the company's unique place in music history. A consortium led by Bill Schultz "The Man Who Saved Fender" acquired the company in 1985, and so began the incredible journey to Fender's place as the world's leading guitar manufacturer.
Our association with Fender stretches back to the early 1970s and CBS Australia. Our proprietor remembers making a personal phone call on behalf of Chuck Berry to facilitate a backline of Dual Showman Reverb and Bassman amplifiers for his Australian tour. Later, travelling the country with Fender Australia and visiting California, he met original Fender legends including Freddie Tavares, Don Randall and Bill Carson, along with Mr Schultz and Dan Smith. These experiences (and many others) have helped to inform and shape our understanding and knowledge of Fender and its massive catalogue, and we take pride in our modest place in the history and culture of Fender, "the biggest name in music."
Today, there's a Fender for everyone, at each vital step in the player's endless guitar journey. We observe the timeless brilliance of design, and acknowledge the genius of Leo Fender and his team. The quality, consistency, value and trust in Fender is stronger than ever, and we look forward to assisting you with another powerful Fender product.
Q: Should I buy a Stratocaster or a Telecaster?
A: The Telecaster is simpler, and as "the first mass produced solid body electric guitar" is closest to the source, with its honest, commanding tone. The more sophisticated Stratocaster, however, has more features, and of course those flowing futuristic lines. So get both. Choose one now, and when you're ready, you'll find the other waiting.