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Electronic instrument maker Roland amps up appeal with London showroom

New British CEO seeks broader audience in developing and mature markets

Roland's U.K. showroom will feature programmable lights, sound and imagery to "give people thrill and excitement in life," says CEO Gordon Raison. (Photo by Testuya Kitayama)

HAMAMATSU, Japan -- Japanese electronic instrument maker Roland plans to open its first-ever directly run showroom in the U.K., CEO Gordon Raison told Nikkei, as the company broadens its marketing strategy under its new chief.

The site in London will let visitors try out Roland products, giving the company vital opportunities to engage with consumers, and may sell them as well. The manufacturer, which currently has no directly operated stores of its own, is known for its synthesizers, drum machines and electronic keyboards.

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