Aurora Music Works has launched a dedicated US distribution arm as the company expands its presence beyond Europe. Established in partnership with Newman Guitars owner Jeff Smith, Aurora Music Works USA will distribute Cream T and Newman guitars across the United States and Canada.
The new operation gives the Swiss-based company a dedicated distribution and service footprint in North America. It will work with independent guitar dealers while providing musicians with greater access to the two guitar brands.
Jeff Smith Joins Aurora Music Works USA
The partnership combines Aurora Music Works’ experience in guitar distribution and brand development with Smith’s knowledge of the US musical instrument market.
Smith owns and operates Newman Guitars, which luthier Ted Newman-Jones founded in 1977. Over the past decade, Smith has worked in guitar manufacturing and distribution while supplying Newman instruments to retailers and dealers in the US and Europe.
Aurora Music Works USA will now bring the complete Cream T and Newman guitar ranges directly to retailers, dealers and players throughout the US and Canada.
“Launching AMW USA is a major step for us. Aurora Music Works has always been built on strong brands, strong products, and strong dealer relationships — and bringing that model to North America is the natural next move. Having Jeff on board, with his deep experience in the guitar industry, gives us real confidence as we build out our US and Canadian dealer networks.”
— Tim Lobley, founder of Aurora Music Works and Aurora Music Works USA
Focus on Independent Guitar Dealers
The new distribution business will focus on developing a network of independent dealers in both markets. According to the company, retailer support and long-term dealer relationships will be central to its North American strategy.
“Having worked with Aurora Music Works through Newman Guitars, I’ve seen firsthand how much care they put into their brands and their dealer relationships. North America is a huge opportunity, and our focus is simple: give retailers and players access to exceptional guitars, backed by the kind of dealer support this industry doesn’t always get.”
— Jeff Smith, founder of Aurora Music Works USA
About Aurora Music Works
Aurora Music Works is a Swiss-based distributor and creative partner working with premium, independent and artist-led guitar brands.
The company manufactures the Cream T, Newman, Guitar X and Stromberg brands. It also distributes Dean, Maybach, Balaguer, LSL, Kauffmann, Zemaitis, Luna and Stanford guitars across the European Union and the United Kingdom.
With the establishment of Aurora Music Works USA, the company’s guitar distribution network now covers the UK, the EU and the US. Its wider approach combines a curated dealer network with brand storytelling and a focus on guitar tone and player communities.
Stockist and Company Information
Retailers interested in becoming an Aurora Music Works USA stockist can contact Jeff Smith at or visit auroramusicworks.com.
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