It is undoubtedly one of the richest musical scenes in France.
From Tri Yann to Christine and The Queens, via Elmer Food Beat, Jeanne Cherhal and Dominique A, Nantes has given France some of its most famous names.
The story, which began in the 1960s, continues today, as evidenced by, for example, the Soy and Scopitone festivals which bring together several dozen music lovers.
Musical culture permeates the Nantes metropolis so much that its elected officials have decided to make music teaching a priority this year in order to make it accessible to as many people as possible.
Michenaud, 1000 m2 of exhibition
Whether occasional or professional, Nantes musicians have a ready-made address to allow them to satisfy their passion.
Located at 18 Allée Baco, in the city center, Michenaud is one of the city's musical institutions.
Visit the Michenaud store
Founded in 1987 by Jean and Marie-Ange Michenaud, the store was initially limited to offering guitars.
He then began to diversify.
But it was in 2011, with its purchase by the former industrialist Joël Guilbaud, that the point of sale expanded to offer a sales area of 1000 m2.
Today, the brand unveils an impressive range of musical instruments and accessories: electric and acoustic guitars, basses, digital pianos and synthesizers, drums, but also amplifiers and sound DJs.
In fact, the distributor knows his ranges perfectly.
To find out everything about the range of electric guitars
Beginners, intermediate level players, and pros will find what they are looking for there.
All the major brands like Martin, Takamine, Taylor, Fender, Gibson (guitars), Yamaha Roland, Korg or Moog (keyboards), Tama, Mapex, Gretsch (drums), can be found at Michenaud.
In store, more than 700 different guitar models are, for example, on display.
To discover the range of digital pianos
Quality of service
To welcome its customers, seven salespeople are permanently present, ready to respond to all requests made to them.
In this matter, advice plays an essential role.
“Our positioning is clear,” explains François Morancé, Michenaud marketing manager.
We intend to offer the people of Nantes a local service of impeccable quality.
This quest for excellence concerns our entire value chain, whether it be in-store reception, our after-sales service, or even our online activity.
This is because Michenaud has decided to fully embrace the shift towards e-commerce.
On its website, there is a very wide choice of 20,000 to 25,000 products.
“The site currently provides 35% of our turnover,” explains François Morancé.
We plan to further develop it.
Among our projects is its redesign for even greater readability and attractiveness.”
Opportunity in sight
The redesign of the site is not the only note that the brand intends to add to its scope.
Michenaud also intends to position itself on the second-hand market which has continued to grow in recent years.
“The store didn’t really suffer,” explains François Morancé.
However, in this segment, demand continues to grow.
Of course, we already offer guitar repairs against the purchase of a new instrument.
But we are now thinking about going further in order to attract new customers around this service offering that we still have to create.
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To assert its position as a key player, the brand is teeming with ideas.
It thus intends to strengthen its presence on the networks, aims to open its own YouTube channel, and intends to increase the number of events, such as the organization of show-cases in partnership with brands.
In short, the store looks to the future with optimism.
With reason.
Certainly, the current economic situation is not necessarily the most promising.
“Since August, it is certain that the market has experienced a downturn,” concedes François Morancé.
However, this says nothing about the major trends which do indeed seem favorable to the musical instrument market.
A global market on the rise
In France, according to a 2022 study by the Chambre Syndicale de la invoice instrumentale (CSFI), musical practice is becoming more democratic with 1.68 million instruments purchased new, used, or rented, for a total market of 534 million instruments. euros (composed of 70% pianos and guitars).
Meanwhile, the global musical instruments market was valued at $2352.09 million in 2021 and is expected to grow at an average annual growth rate of 4.62% to reach $3083.78 million by 2027 (
Market Report World-2023
study
).
A progression which should also concern France.
Michenaud, who, in many respects, has found the perfect agreement with his clients, will play his part in this.