Andertons is the next distributor to become a Behringer Super Partner

UK customer can now buy Music Tribe products directly from Anderton’s online store

Uli Behringer’ Music Tribe group and UK music gear retailer Andertons has announced the beginning of their Super Partnership. This follows the announcement of Super Partnerships with retailers Thomann and Sweetwater. Music Tribe is the parent company of Behringer, TC Electronic, Tannoy, Klark Teknik and Midas, among others.

A Super Partnership is a relationship between Music Tribe and a retailer that delivers an “Obsessive Customer Experience”, according to Thomann’s recent announcement. With Andertons joining the fray, then, UK customers should expect a more reliable service with products always in stock and readily available.

The Super Partnership program comes as Music Tribe moves away from small brick-and-mortar retailer towards larger, high-volume online retailers. In an internal company memo, allegedly sent by Uli Behringer and obtained by Music & Sound Retailer reads: “In order to provide our customers with access for all our brands and products, deliver them at lightning speed and lowest possible cost, only large e-commerce partners are capable of delivering this service.

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“As a consequence, this unfortunately disqualifies all small brick-and-mortar stores and traditional distributors, as serving them adds little value and increases cost, which our customers shouldn’t be burdened with.”

Andertons owner Lee Anderton said of the partnership: “I’m incredibly honoured that Uli and the team at Music Tribe has invited Andertons to become a Super Partner. Andertons prides itself on putting the customer first & has built a reputation for making entertaining, honest & impartial video content, reaching an audience of tens of millions of musicians in every corner of the globe. We’re so excited that Music Tribe wants to be a part of this, and I cannot wait to start this new era of our relationship. Over the last 10 years Andertons has invested millions of pounds in first-class logistics, customer service & e-commerce, and the whole team are looking forward to being able to offer the entire Music Tribe range of amazing brands to our ever-growing number of customers around the world.

“The Music Tribe range of brands are market leaders. Behringer, TC Electronic, TC Helicon and Tannoy are already big selling brands for Andertons, but this new Super Partnership will enable us to bring more focus to these brands, as well as give us the opportunity to offer some exciting new brands for us like Bugera, Midas, Turbosound and many more!

“Andertons will be stocking more and investing more in supporting customers that are looking to buy or already own products from these brands. Uli Behringer is a visionary when it comes to product design, manufacturing and customer-centric service and we share many core values when it comes to putting the customer first. I believe this Super Partnership will be great for Music Tribe, great for Andertons and most importantly, great for our customers.”

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