EDEN FEATURE
while I don’t think the Marshall brand has held Marshall bass amps back, it is seen as a guitar brand by bass players.” Perhaps the most significant thing to
have happened in the bass amplifier market in the past decade has been the rapid ascent of lightweight, ultra-high power amplifiers. It is a development that has seen brands like Gallien-Krueger, Markbass, EBS and, recently, TC Electronic establish themselves as market leaders, sometimes leap-frogging over longer established marques. How does Eden fit in with that particular market trend? “When we acquired Eden we looked
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www.mi-pro.co.uk
It’s a big thing for us to be able to offer, in effect, an entire band line-up from one source.
Luke Green, Marshall
hasn’t been very well publicised in the past. So we’ve had products for that area but they’ve never been pushed. “What we have now is an entry-level head and cabinet, a mid-level product range, those lightweight products,which are the WTX range, and then the World Tour range, which is the high-end pro touring rock gear, plus the D Series cabinets, which are still made in the USA. So what we’ve done is cut the range down
to a smaller, much more focused number of products and what we are doing from here is working on new products that will take Eden in to that next generation.” So what is the pitch going to be to the
very carefully at the catalogue and focused on what we thought the modern bass player would be looking for. It’s very easy to have a huge catalogue but from my experience with Marshall, it’s always been very apparent that having a focused range that offers what people actually want is very important. Eden has had a lightweight X-Class, as they call it, amp module for a very long time, but it just
hard-pressed retailer who probably already feels he already has enough bass amps to cope? Not the specialists, of course, but the average music/guitar store? “The first argument is going to be the
history of the brand and the tone of the product, which is well respected by people who are in the know about bass products. But that falls flat without support and the biggest thing that you can offer in the UK
Eden stockists will receive the same level of support offered to Marshall dealers
is the support that the Marshall network gives you – product support, service and tech, parts, supply of products – everything they get from Marshall they will get from Eden and that reliability that they get with the Marshall brand. “As a company, we’ve now got three
brands. There’s Marshall, which is obviously the king of the catalogue, we’ve got Natal for percussion and drums and now we’ve got Eden – so that’s the entire backline catered for and a dealer can have all of them and know he’s got quality products, mostly spanning from entry- level to the high end and all from one source that guarantees the reliability and service that they get from the Marshall family. It’s a big thing for us to be able to offer, in effect, an entire band line-up from one source.” It remains to be seen whether Green and his team can make this Eden project a success in a market that had started to look as if it was leaving Eden behind. Marshall certainly has the technology and the muscle to do it and if a patriotic note isn’t too out of place, isn’t it nice, for once, to have a British company taking ownership of an internationally recognised brand, rather than vice versa?
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