Lunastone Pedals Founder Steen Grøntved has announced a significant restructuring of the company that will see him take back control and move it away from mass production and towards high-end boutique manufacturing.
Grøntved founded Lunastone Pedals in 2011 and hired Allan Strand as CEO in 2016. Until then, Strand was the VP of Marketing at TC Electronic / TC Group. Grøntved made the move in 2016 to allow himself to focus entirely on product development. Now, Grøntved has taken back control due to a fundamental wish for different directions for the company in the future.
"While I have supported the mass production initiatives in recent years, I also feel that the right direction moving forward is to focus exclusively on high-end pedals produced in Denmark in smaller batches,” Grøntved explains. “I am a guitarist first of all, and the very idea of making my own pedals came from specific needs I found that I had on gigs out there. That is what drives me, and I find it more interesting to develop pedals such as the Three Stage Rocket MIDI that may not have a very broad mainstream audience, but will be a perfect match for players with specific needs. I am very excited to now be headed entirely in that direction.”
Lunastone pedals have always been designed and developed in Denmark, but production was moved abroad as part of the previous economy-of-scale initiative. Now, production will move back to Denmark and pedals will be made in smaller batches. Customers will still be able to find Lunastone pedals at dealers throughout the world.
Lunastone says it, under this new setup, it continues to develop new products and there will be new pedals and designs during 2020.