Kalamazoo-made Epiphones were never less expensive, second class citizens. They soon realized that the brand name itself was valuable, because it gave the a way to get more sales in existing, protected territories by offering a line up that closely mirrored Gibson's to dealers that othwerwise had Gibson unavailable to them. Originally, CMI bought Epiphone in a sort of salvage sale, to gain access to its machines and parts for making basses. ![]() But they could sell Epiphones to the store next door without violating the letter of the agreement. If a Gibson dealer had a territory, CMI could not sell Gibsons to another store within it. "That's why there WAS an Epiphone brand, so the parent company CMI could sell guitars to a second dealer when there was already a Gibson dealer in that territory.
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