Trombone manufacturer eyes Chinese market to help tune up export sales

A West Yorkshire trombone manufacturer, whose instruments have been played by the likes of Count Basie Orchestra, the Berlin Opera and Black Dyke Mills band, is setting its sights on the Chinese market.

Rath Trombones, based in Honley, has contracted overseas trade specialist, Chamber International, to help it export to China.

Matthew Grandage, Chamber International’s China affairs associate, has been appointed to help Rath Trombones gain a better understanding of Chinese business culture.

Founder, Mick Rath and his wife, Nikki, who employ nine craftspeople, have already sold instruments to 25 countries, have dealers in the USA, Japan, Australia, New Zealand and Europe. Exporting counts for more than 60% of total sales.

Mick said: “Ours are high-quality instruments made by British craftspeople. This, and the fact that a modular design enables customers to interchange components to ensure a perfect instrument for most trombone players, gives us wide appeal to players and dealers overseas.

“The trombone market is fairly small and we need to export to keep growing. We cannot rely on the UK alone to sustain business and exporting enables us to take advantage of fluctuating economies and exchange rates.

“We’ve been trying to get into China, a large and increasingly wealthy market with good arts funding, for some time. However, a lack of understanding of Chinese business culture, which is very different to ours, is holding us back.

“Matthew Grandage is helping me understand this and, if it enables us to sell there, it can trigger a further 25% sales growth. We could end up exporting 75% of our products.”

Rath Trombones was founded in 1992 and started exporting in 1997. Since then, instruments have been bought by The Central Band of the Royal Air Force, The Royal Military School of Music, The Scots Guards, Her Majesty’s Royal Marines Band Service, the US and Norwegian Armed forces, London Philharmonic, Bournemouth Symphony orchestra, Welsh National Opera and Grimethorpe Colliery Band.

Matthew Grandage commented: “Visiting Rath Trombones’ factory is a privilege – you know you’re meeting top craftsmen in their field. Professional musicians will recognise and value that quality as it transcends international boundaries.

“But quality and craftsmanship don’t make export success automatic. Mick Rath understands that every country has its own culture when it comes to purchasing, and China is no exception.

“Understanding this is often the difference between success and disappointment in overseas markets. That’s why Mick sought Chamber International’s advice, and we are proud to a part of Rath Trombones’ exciting export journey.”