SFM Now Distributing Alvarez Guitars in Canada

Alvarez has teamed with SFM to oversee distribution in Canada.

“We’re thrilled to be working with SFM,” says Chris Meikle, Head of Development at Alvarez and Senior Vice President of St. Louis Music.  “Canada is a really important market for Alvarez and we’re very happy to be working work with one the country’s leading MI Distributors. SFM have a great track record in the distribution and brand building of acoustic guitars and will do a fantastic job with Alvarez ”

“We are beyond excited to be Alvarez’s new distributor in Canada,” says John Kelley, General Manager of SFM’s MI business unit. “The Alvarez and Yairi brands have been core to the fabric of the acoustic guitar market for decades, and the company’s approach to design, quality, and continued innovation is highly respected around the world. Alvarez is a natural fit alongside the other premium guitar-oriented brands that we distribute, and we’re looking forward to further developing the line in Canada with the help of SFM’s highly-regarded sales and support teams.”

Alvarez is now sold in over 35 countries around the world by 20 exclusive distributors.

For more information, contact SFM: 514-780-2070, FAX 514-780-2111,,

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Michael Raine is the Editor-in-Chief at Canadian Musician, Canadian Music Trade, Professional Sound, and Professional Lighting & Production magazines. He also hosts the Canadian Musician Podcast.
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