Sam Ash Transitions to Digital-First Model After Store Closures
Following the closure of its retail stores in 2024, longtime music retailer Sam Ash has transitioned to an online-only business model under the name Sam Ash Direct. The move marks a significant shift for the company, which has been a key player in the music industry for a century.
Founded in 1924 in Brooklyn, New York, Sam Ash grew from a small music shop into a nationwide retailer with stores across the United States. However, financial difficulties led the company to file for Chapter 11 bankruptcy in early 2024, resulting in the closure of all its physical locations.
Later that year, The Gonher Group, a family-owned music distribution company, acquired the Sam Ash brand and its intellectual property. With extensive experience in the global music equipment market, The Gonher Group aims to continue the retailer’s legacy in an online format.
Sam Ash Direct, now live at samash.com, offers a range of musical instruments, professional audio gear, and live sound equipment. According to the company, it has retained relationships with major manufacturers to ensure competitive pricing and a broad selection of products.
In addition to e-commerce, the company has introduced a "Gear Expert Team," comprised of former Sam Ash sales professionals. The team provides customer support via phone, chat, and email, offering guidance and product recommendations in both English and Spanish.
To mark its launch, Sam Ash Direct is offering promotional discounts for customers who contact a Gear Expert at 800-472-6274 or via web chat.
The relaunch is part of a broader effort to modernize the company’s business model. The Gonher Group plans to enhance Sam Ash Direct’s e-commerce platform, incorporating advanced retail technology and logistics support. Additionally, the company is expanding its offerings to cater to Latino musicians, leveraging Gonher’s existing presence in Latin America.
Despite the transition from brick-and-mortar stores, Sam Ash executives emphasize that the company’s core mission remains the same. “Our commitment to serving musicians remains unchanged. We’re bringing the same passion, expertise, and personalized customer service that made Sam Ash special—now in a digital-first format,” said Derek Ash, Director of E-Commerce and great-grandson of founder Sam Ash.
For musicians accustomed to visiting Sam Ash stores, the shift represents a new chapter in the brand’s history. While in-person shopping is no longer an option, the company hopes to maintain its reputation for expert service and extensive product selection in the online marketplace.
More information is available at www.samash.com.