Mazzaferro launches own brand of musical strings
Focused on the professional audience, Hyper.PRO is the company’s new business unit, uniting the best of American, Italian and Brazilian DNA.
After decades as a supplier of nylon musical strings for leading manufacturers in the industry, Mazzaferro, the main reference in solutions from nylon thread in Latin America, comes to market in 2019 with its own brand, Hyper.PRO. “Hyper.PRO was born by a demand of the market, which has long seen the professional quality of our product. We decided to invest in a complete solution, with high added value. I am talking about service, concept and specific solutions,” says Fabricio Saad, CMO of Mazzaferro.
Hyper.PRO offers a national option of professional string sets, with values between 60 and 80 reais. “We fill a gap in the market, for those who need an intense change of strings, a concert performer for example, and have difficulty finding harmonious and quality strings in Brazil and, today, import them. Hyper.PRO comes to compete with foreign brands. It combines technique and value,” explains Júnior Parollo, Product Manager at Hyper.PRO.
MAZZAFERRO AND LA BELLA
To ensure the uniqueness of the set of musical strings Hyper.PRO, the team that developed the product sought partners in the United States. Since Mazzaferro works only with nylon, which guarantees a high-pitched sound, for the metal-plated strings – a low-pitch sound – they sought out one of the world’s most traditional manufacturers of musical strings, La Bella – based in the United States.
The harmony of the Hyper.PRO string set has a label that is also recognized worldwide for its quality. Tony Acosta, classical musician, and owner of Luthier Music Corporation, based in the United States, is responsible for the balance between Mazzaferro and La Bella strings. “We seek the best in harmonization and material quality, and we guarantee a competitive value for our strings, with part of the production made here in Brazil, but adding Italian design and technology present in all Mazzaferro products,” clarifies Junior.
The launch of Hyper.PRO follows the business strategy, in recent years, of all Mazzaferro units, focusing on specialties. “Our choice is to work with creative economy, diversifying our products, with innovation and customization, to arrive earlier with disruptive solutions to the market,” adds Saad.
Mazzaferro’s new business unit starts with the perspective of selling 100 thousand sets of strings already in the first year. The sales are mainly done through e-commerce, at www.hyperprostrings.com.br, to serve musicians from all over Brazil, besides being in strategic points, such as specialized stores, studios and music schools, such as the Souza Lima Conservatory in São Paulo.
Classical guitar strings are the entry set. And, throughout the year, new versions, for five other instruments, will be launched. Among them, electric guitar and electric guitar, cavaquinho, and the great international trend, the ukulele, with great potential for expansion also in Brazil. Besides the diversification of products, with the sale of separate kits of high and low strings, and also the sale of colored and single strings – which is common abroad. ‘We will have other launches throughout 2019, always aiming to anticipate trends and solutions,’ reinforces Junior.
Mazzaferro is the largest reference in creative solutions in high value-added products, from nylon yarn, in Latin America. In the Monofilaments division, it operates in the medical, cosmetics and beauty, housewares and musical instruments areas – the recently launched Hyper.PRO -, always focusing on creativity, innovation and customization. The company also has other lines of activity that include threads for tires and seat belts, industrial sewing threads, toothbrush bristles, among others. Thus, Mazzaferro is present in the daily lives of thousands of people in Brazil and around the world, exporting to nearly 50 countries.
Published in Planeta Country website on January 8th, 2019: