Heritage Guitars

Heritage Guitars is an American musical-instrument manufacturer headquartered in Kalamazoo, Michigan. The company was established in 1985 by Jim Deurloo, Marv Lamb, and JP Moats, all former employees of Gibson's historic Kalamazoo factory. Bill Paige and Mike Korpak, also former Gibson employees, were involved in the company's early development. Heritage emerged after Gibson closed its Parsons Street plant in the early 1980s and transferred much of its production to Nashville. Employees who remained in Kalamazoo created a new company that preserved the area's established guitar-making tradition under the Heritage name. The business initially offered a broad range of instruments, including electric and acoustic guitars, electric basses, mandolins, and a banjo. Over time, it concentrated on electric guitars, particularly semi-hollow instruments, large jazz boxes, and solid-body models. Many of its designs occupy categories associated with classic Gibson instruments, but Heritage has historically differentiated itself through smaller-scale production and hand-oriented construction in Kalamazoo. Its H-150 is broadly associated with the single-cut solid-body tradition represented by the Les Paul Standard, the H-575 with the large hollow-body jazz format associated with the ES-175, and the H-535 with the semi-hollow format associated with the ES-335. Heritage's full-body semi-acoustic instruments have also been noted for solid wood tops, while many comparable postwar Gibson instruments used laminated construction. The company has also developed original or less conventional designs. Its Millennium models use chambered, semi-solid bodies that sit between traditional solid-body and semi-hollow construction. Earlier instruments included modified interpretations of Stratocaster- and Telecaster-type designs. In 2024, Heritage introduced the Ascent Collection, a lower-priced line manufactured in China. The collection uses more economical materials and electronics, relies substantially on bolt-on neck construction, and therefore differs in both production method and design language from Heritage's traditional Kalamazoo-made lineup. During its early years, Heritage advertised in guitar magazines. Marketing was handled by Lane Zastrow, a former Gibson vice president of sales. The advertisements emphasized production on Parsons Street without naming Gibson directly. The company later stopped advertising in the 1990s as part of an effort to reduce costs. In 2016, the founders sold Heritage to PlazaCorp Realty Advisors, a Kalamazoo property-development company that had acquired the factory property. In 2017, PlazaCorp partnered with BandLab Technologies to modernize marketing and international distribution. BandLab subsequently acquired a majority stake. PlazaCorp and BandLab also announced plans with Rolling Stone to develop the factory campus as a broader music destination incorporating live entertainment, retail, recording, rehearsal, and instrument-testing facilities. In 2018, CNC equipment was installed and some craftspeople were dismissed as the company sought to reduce overhead. Heritage remains positioned as a specialist guitar brand with a strong Kalamazoo identity and a product range spanning traditional jazz, semi-hollow, and solid-body electric formats.

Heritage Guitars was founded in 1985 in Kalamazoo, Michigan, by Jim Deurloo, Marv Lamb, and JP Moats, three former Gibson employees. Bill Paige and Mike Korpak, who had also worked at Gibson, participated in the company's early formation. The new manufacturer arose from a major change in the American guitar industry: Gibson closed its historic Parsons Street factory in Kalamazoo during the early 1980s and moved much of its production to Nashville. Some Kalamazoo employees chose not to relocate and instead established Heritage to continue making guitars in the city. The Heritage name reflected an intention to preserve Kalamazoo's established guitar-making identity. The company initially produced a wide assortment of instruments, including acoustic and electric guitars, electric basses, mandolins, and a banjo. Its range was subsequently narrowed to electric guitars. While many Heritage designs followed familiar Gibson-associated formats, the company also experimented with modified versions of solid-body designs resembling Stratocaster and Telecaster patterns. Heritage built its early identity around comparatively small production volumes and hands-on manufacturing. Its advertisements appeared in guitar magazines and were managed by Lane Zastrow, a former Gibson vice president of sales. The marketing stressed that the instruments were being made on Parsons Street, although the advertisements did not explicitly identify Gibson. By the 1990s, Heritage had stopped advertising in order to contain costs. The brand became associated with semi-hollow guitars, large jazz boxes, and solid-body electrics. The H-150 represents Heritage's interpretation of the classic single-cut solid-body format. The H-575 occupies the large hollow-body jazz category, while the H-535 is a semi-hollow design. Heritage has also emphasized construction details that distinguish its instruments from many comparable mass-produced guitars, including solid tops on its full-body semi-acoustic models. The Millennium series introduced a more contemporary construction approach using chambered, semi-solid bodies. Artist relationships helped establish Heritage in jazz and other guitar communities. Jazz guitarist Henry Johnson became an early endorser in 1985, and David Becker joined in 1988. In 1989, Johnny Smith moved his endorsement from Gibson to Heritage, which produced a Heritage Johnny Smith model; Smith later transferred his endorsement to Guild. Heritage also produced models associated with Roy Clark and Alex Skolnick, although Skolnick later endorsed ESP and then Godin Jazz guitars. Other artists connected with the brand included Mimi Fox and Kenny Burrell, the latter being associated with the Heritage Super KB guitar and a matching amplifier. Ownership changed in 2016, when PlazaCorp Realty Advisors acquired the company from its founders. PlazaCorp had recently purchased the property containing the factory. In 2017, PlazaCorp and Singapore-based BandLab Technologies announced a partnership intended to improve Heritage's marketing and worldwide distribution. BandLab later acquired a majority stake. The partners also worked with Rolling Stone on plans to transform the factory campus into a destination incorporating a live venue, instrument shop, recording facilities, and spaces for musicians to test equipment or rehearse. In 2018, Heritage installed CNC machinery and dismissed craftspeople in an effort to reduce overhead. This represented a significant operational change for a company whose reputation had been tied to traditional, labor-intensive Kalamazoo production. In 2024, the company expanded its range with the Ascent Collection, a budget-oriented line manufactured in China using more affordable materials and electronics. The collection also makes greater use of bolt-on necks, a construction choice not normally associated with Heritage's established models. Heritage therefore combines a historically rooted, boutique Kalamazoo identity with a newer international manufacturing and price-accessibility strategy.

• 2024

  Ascent Collection launches

  [1]Heritage Guitarsen.wikipedia.org

  Heritage introduced a China-made budget collection with more affordable materials, electronics, and construction.

• 2018

  Manufacturing modernization

  [1]Heritage Guitarsen.wikipedia.org

  The company installed CNC machinery and reduced its craftspeople workforce to lower costs.

• 2017

  BandLab partnership and majority investment

  [1]Heritage Guitarsen.wikipedia.org

  BandLab Technologies partnered with PlazaCorp on marketing and distribution and later became Heritage's majority stakeholder.

• 2016

  PlazaCorp acquires Heritage

  [1]Heritage Guitarsen.wikipedia.org

  PlazaCorp Realty Advisors purchased Heritage from its founders after acquiring the factory property.

• 1989

  Johnny Smith endorsement moves from Gibson to Heritage

  [1]Heritage Guitarsen.wikipedia.org

  Johnny Smith withdrew his Gibson endorsement and awarded it to Heritage, which produced a Johnny Smith model.

• 1988

  David Becker joins the artist roster

  [1]Heritage Guitarsen.wikipedia.org

  Jazz guitarist David Becker became one of Heritage's early artist endorsers.

• 1985

  Heritage Guitars is founded in Kalamazoo

  [1]Heritage Guitarsen.wikipedia.org

  Jim Deurloo, Marv Lamb, and JP Moats founded Heritage after Gibson closed its historic Kalamazoo factory and shifted substantial production to Nashville.

A boutique, Kalamazoo-rooted guitar maker emphasizing traditional construction, skilled craftsmanship, classic electric-guitar formats, and lower-volume production, with a newer budget range extending the brand into more accessible pricing.

• Solid-body electric guitar

  H-150

  The H-150 is Heritage's single-cut solid-body electric guitar. Its overall format is modeled on the classic Les Paul Standard category, while the brand presents the instrument within its Kalamazoo-made, boutique-oriented product philosophy.

• Hollow-body jazz guitar

  H-575

  The H-575 is a large hollow-body electric guitar intended for jazz and related styles. It resembles the traditional ES-175 type of instrument and is part of Heritage's long-standing emphasis on full-size jazz boxes and hand-oriented construction.

• Semi-hollow electric guitar

  H-535

  The H-535 is Heritage's interpretation of the double-cut semi-hollow electric-guitar format associated with the ES-335. It sits among the brand's best-known designs for players seeking a versatile electric with semi-hollow construction.

• Semi-solid electric guitars

  Millennium models

  The Millennium family uses a chambered body that is more substantial than a conventional semi-hollow guitar while retaining some of the tonal and weight characteristics associated with partially hollow construction. It represents a more distinctive design direction within Heritage's catalog.

• Signature hollow-body jazz guitar · 1989

  Heritage Johnny Smith

  The Heritage Johnny Smith was produced after jazz guitarist Johnny Smith transferred his endorsement from Gibson to Heritage in 1989. The model formed part of Heritage's association with prominent jazz players and its large-body electric-guitar tradition.

• Signature hollow-body jazz guitar

  David Becker H-575 Signature Model

  The David Becker H-575 Signature Model is associated with jazz guitarist David Becker. Its specified features include a solid spruce top, maple back and sides, and a combination of humbucker and piezo pickups.

• Budget electric guitars · 2024

  Ascent Collection

  Introduced in 2024, the Ascent Collection extends Heritage into a more affordable segment. The guitars are made in China and use less expensive woods, finishes, and electronics. Bolt-on neck construction is more prominent than in Heritage's traditional Kalamazoo-associated range.

• 2017Kalamazoo factory campus music destination

  United States

  PlazaCorp, BandLab, and Rolling Stone developed plans to broaden the factory site beyond manufacturing through a live entertainment venue, music-instrument store, recording studio, and musician rehearsal or testing spaces.

  Outcome. The available reference identifies the plan but does not document its completed scope or long-term outcome.

  Source
• 1985Parsons Street heritage advertising

  United States

  Heritage promoted its early instruments in guitar magazines, emphasizing that they were made on Kalamazoo's Parsons Street. The messaging invoked the factory's guitar-making continuity without directly naming Gibson.

  Outcome. The campaign helped establish Heritage's identity around Kalamazoo craftsmanship and continuity with the area's established guitar tradition.

  Source

• 2024

  Ascent Collection expands Heritage into the budget segmentProduct launch

  Background

  Heritage's established range was primarily associated with boutique, Kalamazoo-made electric guitars, limiting its reach among price-sensitive players.

  Action taken

  The company launched the China-made Ascent Collection with lower-cost materials, finishes, electronics, and more bolt-on neck construction.

  Aftermath

  The collection broadened Heritage's price architecture and manufacturing footprint, although detailed sales results are not available in the reference material.

  Source

• 2018

  CNC manufacturing introducedStrategy

  Background

  Management pursued lower overhead while operating in a competitive guitar-manufacturing environment.

  Action taken

  Heritage installed CNC machinery and terminated craftspeople.

  Aftermath

  The move increased the role of automated production and altered the company's labor structure, while the reference does not quantify its effect on output or quality.

  Source

• 2017

  BandLab investment and international distribution partnershipM&A

  Background

  Heritage sought stronger marketing and worldwide distribution under PlazaCorp ownership.

  Action taken

  BandLab Technologies partnered with PlazaCorp and subsequently acquired a majority stake in Heritage.

  Aftermath

  The company gained a technology-oriented strategic partner and a broader international distribution ambition.

  Source

• 2016

  Sale to PlazaCorp Realty AdvisorsM&A

  Background

  The founders sold Heritage after PlazaCorp acquired the property containing the Kalamazoo factory.

  Action taken

  PlazaCorp Realty Advisors acquired the company.

  Aftermath

  The acquisition set the stage for new ownership, marketing, distribution, and redevelopment initiatives.

  Source

• 1990

  Advertising is discontinued to reduce costsStrategy

  Background

  After advertising Heritage guitars in magazines during the company's early years, management sought to contain expenses as the business remained smaller than Gibson.

  Action taken

  Heritage stopped its magazine advertising during the 1990s.

  Aftermath

  The brand continued operating with a lower-cost, lower-profile marketing approach, although the reference does not provide quantitative results.

  Source

1. 1Heritage Guitarsen.wikipedia.org
2. 2Heritage Guitars official websiteheritageguitar.com