Top: Oregon Pine
Sides and Back: Sapelli
Neck: African Mahogany
Fingerboard: Mongoy
Bridge: Mongoy
Machine Heads: Nickeled
Founded at the end of 1944 by Enrique Keller Fritsch, Enrique Keller S.A. occupies today an outstanding position amongst the spanish companies dedicated to the manufacture of musical instruments.
The manufacturing of this sort of products, in particular the "classic guitar", bears some problems. One of the most important of them might be the limited possibility of automating
the production process.
That's why, even if Enrique Keller S.A. has developed its proper technology, the more than 100 persons which at present form the staff continue to participate in a work of craftsmanship.
However, what at first could be considered a handicap for the company, played a fundamental role in the big popularity of its products in the strongly competitive markets of Western Europe.
In permanent competition with korean and chinese producers, Enrique Keller S.A. achieved to impose their products, thanks to their quality and warranty.
One shouldn't forget that with the entry of Spain in the EU, the spanish products have to reach a quality standard which is equivalent to the rest of the European Community. And the asian producers are the ones who had to force themselves to be able to compete with the spanish ones.
The internal market of the company, with 60% of the total volume of business, includes all spanish regions, with Madrid and Cataluña at the top. The paradox however is, that Enrique Keller S.A. consumes just a small amount of spanish raw materials, since only the strings and some of the varnishes used for the guitars are of national production. The wood comes from Germany, Africa, India and Canada, where Enrique Keller S.A. also reached a well deserved recognition for the technology developed for the treatment of the woods used in the different guitars.
The goal of the management is the rationalization of the production and to open to new markets through creation of a new research and development team. The mission of this team will be the reduction of production costs through designing even more specialized machinery for the production of instruments, and a strict quality control.
To a great extent, the future growth and expansion of this small great company will depend on its achievements in these fields. Since 1988 Enrique Keller S.A. simultaneously computerized the production control and the aforementioned team of R+D started to show the first results of the rationalization program.
The ideal location of Enrique Keller S.A. in Zarautz (Guipúzcoa) "just a step away" from the rest of Europe and the main overseas routes are making of this company a little firm with an important influence in the field of exportation.
The classic spanish guitar has a secure future, thanks to hundreds of men and women, working in Spain with the vision of europe. We shouldn't forget, that Enrique Keller Fritsch came from Germany to found his firm in Spain.
Brand reference number:
ADM051034
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