Fender Musical Instruments Corporation (FMIC) today announced the launch of an all-new Fender.com, evolving from a commerce destination into a connected global digital ecosystem designed to deepen Fender’s relationship with players and fans at every stage of their musical journey.
Fender was built on original ideas – instruments designed from scratch that changed what music could sound like. For 80 years, that commitment to original design, innovation, and craftsmanship has defined how Fender builds. Now it defines how Fender connects. The new Fender.com extends that philosophy into the digital world, giving musicians the tools, inspiration, and community to discover who they are as a player – and take their music somewhere entirely their own.
“This is about more than a new website. We’ve reimagined Fender.com, empowering players to shape their own journey. Moving beyond a traditional ecommerce platform, it’s a place where people can discover new gear, find what’s right for them and connect with the brand,” said Kelly Magrath, Fender Interim Chief Marketing Officer. “Fender.com is also a destination for fans and music lovers, with original stories and content that celebrates the artists, players and culture that make music so meaningful. Our new digital experience is designed to create a deeper connection with players and fans everywhere.”
A New Chapter for Fender.com
The new Fender.com is organized around six core pillars:
- Discover: A redesigned global experience brings together products, artists, stories, and inspiration – creating stronger connections between culture, music, and the instruments behind them and making it easier for players to discover what inspires them.
- Understand: Improved product education, navigation, comparison tools, and guided experiences help players find what’s right for them with confidence.
- Choose: New tools including Ask Fender, an AI-powered experience launching first in the U.S. that helps musicians navigate Fender’s portfolio based on their individual needs, playing style, and experience level, alongside improved product recommendations. With an international rollout to follow, these tools move Fender beyond manufacturer to become a trusted guide throughout the instrument discovery journey.
- Experience: Later this month, musicians will be able to hear instruments through integrated sound demonstrations for the first time on Fender.com, alongside enhanced photography, video, and artist content — giving customers a richer understanding of Fender’s instruments before they ever pick one up and bringing the product to life in a way that reflects the originality and craftsmanship behind every model.
- Buy: Simplified shopping journeys, improved product pages, and a streamlined checkout make purchasing from Fender easier and more intuitive than ever.
- Connect: CRM, My Fender, product registration, Fender Play, and personalized content create opportunities to continue serving musicians long after their initial purchase. Music creates connections across generations, genres, and communities – and Fender is committed to being present in those moments, from the stages and spaces where artists tell their stories to the platform that brings players closer to the music and inspiration that moves them forward.
“For 80 years, Fender has been part of the connection between musicians, fans, artists and the music culture that brings people together,” said Edward “Bud” Cole, Fender’s CEO. “As the way people find inspiration continues to evolve, so does Fender. The new Fender.com brings that experience full circle, making it easier to find the right instrument, explore the artists and stories that inspire us, and connect with Fender in entirely new ways. It’s an invitation into our world, built for everyone who loves music.”
One Fender Legacy, Endlessly Reinterpreted
The launch of Fender.com is part of Fender’s broader The One. For All. campaign – a celebration of iconic instruments with endless possibilities for originality. One Fender legacy, continually reinterpreted by generations of players, artists, and communities. Just as Fender’s instruments have long provided different entry points into music, the new digital ecosystem creates a more connected relationship with musicians wherever they are in their journey – from the moment they pick up their first guitar to the stages where they define their sound. Explore the artists, sounds and stories at the heart of Fender.
