An American icon, Fender was founded in Southern California and has established a worldwide influence that extends from the studio to the stage—and beyond. Nearly seven decades later, Fender’s reach transcends instruments and accessories, encompassing a range of innovative digital experiences that fuel musical expression and serve players at every stage–on every stage. Fender partnered with VSG Commerce to build out their B2B and B2C initiatives across multiple operating companies. To do so, they had to import their existing B2B portal into ATG Content Administration/Merchandising with internalization. They also had to complete loading and integration of both local and Europe based data from SAP, Endura and home grown AS400 based ERP systems.
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Fender Musical Instruments