Sweetwater Sound is building its music education business to a crescendo by acquiring competitor Lentine’s Music, a music instrument and equipment chain and e-commerce retailer. The combination of Sweetwater’s music technology expertise and Lentine’s experience in the education sales field are expected to grow the business. Terms of the purchase were not disclosed.
Sweetwater, No. 316 in the Internet Retailer Top 500 Guide, will operate Lentine’s e-commerce web site and the catalog business under the Lentine’s Music brand in order to focus on the growing education market for instruments and music technology.
“The education market is expanding rapidly, especially with regard to music technology,” says Sweetwater founder and president Chuck Surack. Sweetwater’s expertise with music technology and its marketing and distribution know-how will make the combined companies “the strongest in the music education market,” he adds.
Founded in 1977 by retired schoolteacher Joseph Lentine and his son Michael, Lentine’s Music grew into a $15 million per year business, comprising five retail stores, a web site and a mail-order branch focusing on music technology for schools.
Sweetwater purchased Lentine’s assets from G.E. Capital. G.E. Capital took control of the music company last year in the face of heady competition from national retail music chains.
In addition to the e-commerce and mail-order business, Sweetwater gains Lentine’s band and music instruments inventory, pianos, and music technology, such as sound amplification and recording equipment and software.
“By using Sweetwater’s considerable experience and expertise, we will be able to expand the brand to serve a much broader national education market,” Surack says.
Three Lentine’s employees who have joined Sweetwater include: Michael Lentine, who will serve as director of information technology; Vern Crews, director of the Lentine’s education technology division; and Jeff Buchanan, education technology sales engineer.
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