Fusion Becomes a House Brand of Best Acoustics Reinhardt

For almost 20 years, Fusion has stood for high-quality gig bags with thoughtful design, whose modular construction and expansion options are unique on the market. Fusion has now become part of Best Acoustics Reinhardt GmbH. We spoke with Nicole Szekeres (Fusion) and our Managing Director David Jendro about how this came about.

Nicole Szekeres:
Our companies have known each other for a very long time, and Best Acoustics has also been our distributor in Germany for many years. It all started back in 2008. Fusion had just been founded, and we were attending the London International Music Show, where we met Günther Reinhardt. Günther and one of my co-founders knew each other casually, which led to a conversation. We stayed in touch—and before we knew it, we had a German distributor.

This relationship has continued to this day and has grown stronger over the years, not least because we repeatedly realized that we share similar values and perspectives.

It was time for Fusion to bring in a bit of fresh air. Some of my co-founders were looking for a new professional direction, so new minds were needed anyway. Joining Best Acoustics Reinhardt gave us the opportunity to combine this personnel change with a strong European distribution network right away.

David Jendro:
We had discussed several times how to make Fusion future-proof. Ultimately, we were so convinced by the brand and its products that we decided to fully integrate Fusion into our company. The Fusion founders continue to support us actively in this process: Nicole as a Best Acoustics employee, and the other founders in an advisory role, helping us guide the brand into the future in the best possible way.

Nicole:
In addition to the fresh momentum already mentioned, our main goal is to gain access to a broad network of contacts in the brick-and-mortar retail sector. This is something Best Acoustics truly excels at. The company’s sales representatives are consistently present on site—whether with small or large dealers, at trade shows, or at other industry events.

David:
Fusion, on the other hand, has always had a strong online community and an excellent digital presence—from initial awareness all the way through after-sales support. Fusion also enjoys a strong position in its home market, which we want to leverage to establish our other brands more firmly in the UK as well.

In addition, Fusion allows us to enter new product segments. Until now, Best Acoustics has been heavily focused on guitars. Fusion opens up opportunities for us to become active in the wind instrument sector as well.

In summary, Fusion is an absolute asset for us. It opens new doors both in terms of product range and geography, as well as in distribution and marketing channels—while adding a strong brand with outstanding products that we can now proudly call our own.

David:
For our German customers who are reading this magazine, nothing will change for the time being. We will, of course, continue to distribute Fusion bags ourselves as the brand owner. In the UK, however, we have now founded Best Acoustics LTD., which will take over the distribution of Fusion there, as well as our other house brands.

Nicole:
In the long term, the larger company structure will allow us to make our supply chain more efficient. This won’t happen overnight, but in the medium term it should result in faster and more reliable product availability for our dealers.

David:
Nothing is ready to be announced just yet, but there’s a lot coming—stay tuned!