After surpassing $1 billion in revenue earlier this year, Sweetwater has opened a 44,000 sq. ft. retail space. Despite their sales being driven largely by online shoppers, the company is looking forward to exploring the unique opportunities presented by a physical location.

The key driver behind this decision is the same as any retailer — to find new and exciting ways to connect with audiences. Some brands chose digital as the medium best suited to get closer to their customers, while Sweetwater saw brick-and-mortar as the next frontier to build on its brand engagement opportunities. The new massive space includes a state-of-the-art recording studio, live sound rooms, limited edition pieces, the world’s largest pedal display, and more than 10,000 items for sale across thousands of manufacturers.

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