The History of Gretsch Guitars

Gretsch is easily one of the most established and identifiable brands in all of guitar. Their guitars are distinct from everything else out there, and they’ve carved out their own niche in a highly saturated market. 

From country icons like Chet Atkins to rock stars like Neil Young and George Harrison, Gretsch guitars have been used by many of the most important and acclaimed guitarists of all time. Their guitars just offer something that others don’t, making them a must-have for many players. 

On top of that, Gretsch has one of the most interesting, tumultuous, and unique stories when it comes to guitar manufacturers. So today, let’s take a look at the history of Gretsch and see how they went from a small shop to a world-wide brand associated with some of the best guitarists. 

Brooklyn Beginnings

The Gretsch story begins in 1883 when a German immigrant named Friedrich ‘Fritz’ Gretsch opened up a banjo, tambourine, and drum shop in Brooklyn. That might sound odd, but banjos were incredibly popular at the time. 

At the time, their business was focused mainly on providing drums for marching bands. The company was somewhat successful at the time. However, Fritz would pass away in 1895 at 39. His wife took ownership of the shop, and she decided to continue operations. 

She also had the help of her 15 year old son, Fred. While a 15 year old may not seem like great help, he ended up being an incredible asset for the growing company. 

In 1903, The Gretsch Manufacturing Company was incorporated. By 1914 and the start of World War One, they already had a large manufacturing building and five other properties. While they weren’t as successful as they’d eventually be, they were already on the right track. 

However, the music world was changing as in the 30s. Guitars were quickly becoming a much more dominant instrument while banjos slowly faded into the background. This is something Fred took note of, and with new help, they’d expand into a new market. 

Kramer and World War Two

Charles ‘Duke’ Kramer got a job at Grestch in 1935. He was only 19 and started as a horn polisher, but he’d soon become an incredible asset for the company. 

Kramer became their eyes and ears on the ground so to speak. He traveled all over the country talking directly to music shops, finding out what people really wanted and were looking for. 

However, World War Two happened. Kramer was drafted and ended up in the Special Service Music Division in the Pacific, entertaining troops. This gave him a chance to see burgeoning music trends that would end up dominating popular music once the war was over. 

At home though, Gretsch had problems. Manufacturers of all types ran into supply issues due to the war effort. Drum manufacturers in particular were hit hard due to the amount of metal required for making drums.

Fred also retired in 1942, which left his son, Fred Jr., in charge. Like Kramer though, he also got drafted. With Fred and Fred Jr. both out of the picture, Fred’s other son, Bill, ended up taking the reins. 

Dealing with the manufacturing issues of wartime, Bill turned to providing cheap instruments for servicemen—ukuleles, ocarinas, harmonicas, and more. This was a fairly effective strategy, but Bill ended up passing away in 1942. 

With no one left to run the company, Fred Jr. left the Navy and returned home to once again take control. And with the war soon to be over, Fred Jr. was ready to usher Gretsch into their next era of success. 

Guitars Move to Centerstage

Gretsch had been making guitars for a while at this point, but they were never big sellers. Guitars just weren’t that popular, and they always had more success with their drums. The post-war period changed that though. 

With Fred Jr. and Kramer out of the military and the war over, they were ready to start anew. And with big band jazz making guitar one of the most popular instruments, what they needed to do was clear. 

They partnered with Chet Atkins and consultant Jimmie Webster to create a totally new Gretsch guitar that was perfect for players’ needs at the time. The result of this collaboration was the iconic “Gretsch Sound” we know and love today. 

Gretsch also had a history of partnering with drummers for custom drums, and that carried over for guitars. They started working directly with guitarists to create custom instruments, helping boost their brand and popularity. 

As rock began to emerge in the 50s, players like Bo Diddley were using Gretsch guitars. They managed to be in a perfect position to capitalize on the changing cultural zeitgeist, and it helped make them one of most popular guitar brands of the time. 

Their big moment however was George Harrison playing Gretsches regularly in the early portion of the Beatles’ career, particularly their appearance on Ed Sullivan. With a Beatle using their guitars, the brand had an immediate jump in popularity. 

Like everything in Gretsches story though, the success didn’t seem to last long. 

Baldwin and Bad Times

Fred Jr would eventually retire in the late 50s, and by 1967, the company was sold to Baldwin. Baldwin was most known for their pianos, but they decided to take on Gretsch. However, they didn’t seem to actually understand the brand. 

They failed to properly market the guitars and keep with the times. Guitar music changed as the 60s turned to the 70s, and Baldwin failed to keep up with the ever changing demands of players. This resulted in lackluster sales and fading relevance. 

Baldwin struggled throughout the 70s. Between their struggle to understand the brand, multiple fires, and more, the brand eventually just wasn’t worth it. In 1981 they stopped all Gretsch production, and in 1983 the company went bankrupt. 

It wasn’t all doom and gloom though; the Baldwin CEO bought the music division back and hired Kramer to run Gretsch. Though times were still tough, they could see a light at the end of the tunnel. 

The Family Returns

In 1984, Bill’s son Fred and wife Dinah bought Gretsch, bringing it back to the family once again. Between Fred’s experience in the engineering department and the couple’s success running a music shop, they were confident they could bring Gretsch back from the brink.

After re-locating drum production and spending a few years getting things back in order, they eventually started making guitars again in 1989. These designs were mainly focused on their classics, starting with what made them famous as a guitar company. 

Gretsch then continued to grow and see success throughout the 90s, slowly working their way back to being one of the biggest guitar manufacturers on the market. And as the 90s became the 00s, they were ready for their next big step. 

Fender Partnership and Gretsch in the Current Day

Back in the 50s and 60s, Gretsch and Fender were fiercely competitive. It was an emerging market, and both of them desperately wanted to come out on top. Things were different in the 00s though. Guitar was huge, and there was plenty of room for both of them to be successful. 

This led to a partnership between the two in 2002. Fred remained the owner of Gretsch and would have control over drum production, and Fender would take complete control over the guitar end of the company—gaining complete control over production, marketing, and distribution. 

Though that may sound like a bad deal, it ended up being a great move for both brands. Gretsch was able to operate independently and utilize their experience/knowledge for drums, while Fender got to take Gretsch to the next level using their position in the guitar market. 

Since Fender gained control of Gretsch guitars, they have expanded greatly. They produce instruments in the USA, Japan, and elsewhere in Asia, offering guitars across all budgets. 

This has helped Gretsch become more and more relevant in the modern day, with countless artists such as Jack White playing Gretsch guitars. Though they lost a lot of their relevance in the 70s, Gretsch is back to being one of the main manufacturers on the market. 

Gretsch: One of Music’s Most Important Brands

Gretsch is most known for guitars these days, but that wasn’t always the case. They started out as a small banjo and drum maker, eventually becoming one of the dominant drum manufacturers in the 30s and on. 

Through years of turmoil and the explosion of rock and roll, they eventually became one guitar’s biggest and most iconic brands. And though they struggled in the 70s, they worked throughout the 80s, 90s, and 00s to become the ubiquitous brand they are today. 

Gretsch’s certainly aren’t for everyone, but they serve a unique and important niche in the guitar world. It took them decades to achieve that, and now they’re a staple in all sorts of guitar music. So pick up a Gretsch, throw on some Stringjoys, and enjoy one of guitar’s more enduring brands.