Ben Fulton starts Red Witch Analog Ltd. The first pedal launched is the Deluxe Moon Phaser and is enthusiastically received in the market.


USA dealers are obtained.

The Fuzz God II pedal is launched.


Australia and Italy distribution is obtained.

The Pentavocal Tremolo pedal is launched.


The Empress Chorus pedal is launched. 


Production is moved to Taiwan.


USA distributor Dana B Goods comes onboard and launches a highly successful media campaign.


Jan 2009:

Viva La Vida Investments Ltd acquires 47% of Red Witch Analog.

Feb 2009:

A Competitor Analysis is completed; this leads to the strategic decision to increase the pedal line from four to a projected twenty-one pedals.

July 2009:

The new website is launched – to critical acclaim.

Ben undertakes a USA clinic tour educating retail staff and customers about the brand.

The Famulus Distortion pedal is launched and takes only several weeks to break the company’s previous sales records with 312 pedals being sold in the first month.

Dec 2009:

The Titan Delay pedal is launched in time for Christmas. It has been highly anticipated by the market since the prototype was presented five months earlier at the Summer NAMM show and it fills demand for a delay pedal in the Red Witch Analog range. 240 were sold in the first month.

Jan 2010:

Distribution is obtained in France, Benelux, Spain, Brazil, Germany and Poland. 

Aug 2010:

Red Witch Analog wins the New Zealand Marketing Awards, best emerging business category.


Sept 2010:

The classic Medusa is reissued. The original run in 2004 was of only 74 units. Hundreds of fans requested this re-release. 222 pedals are sold in the first month.

Oct 2010:

A second Competitor Analysis is completed; this leads to the strategic decision to bring forward the production of the Seven Sisters line.

Nov 2010:

Ben Fulton is profiled by Premier Guitar magazine in their article “Five boutique stompbox builders you should know.”

Jan 2011:

The Seven Sisters line is launched.

Feb 2011:

Hanser Music Group takes over the distribution for usa.

April 2011:

Updated look and feel of website unveiled.

Oct 2011:

Seven Sister range is released. 2000 units pre-sold with a further 1000 to go out in the following month. Ben attends the LA Amp show.


Two times winner of TVNZ New Zealand Marketing Awards – for Transformational marketing and for Technology > Read More

Winner American Chamber of Commerce Exporter of the Year Award (less than US$500k)

Jan 2013:

Synthotron released

May 2013:

Tracey Neil joins the Red Witch team

Jan 2014:

Violetta released

3 new designs completed awaiting release

2 further pedals in development

Violetta shines at NAMM

March 2014:

  Violetta receives Editors Pick in Guitar Player Magazine

Oct 2014:

Factotum, first in the bass pedal range and second in the Original Chrome Series, to be released. 

Warwick signed as distributor for Germany, Austria, Switzerland, Poland, Czech Republic, Slovakia, Netherlands, Belgium and Luxemburg.

Nov 2014:

Damon Waller, ex MD Orange Amps, comes on board as International Sales Rep (Geoff - may want to add different words here about Damon??)

Jan 2015:

Move from USA distributors Hanser & Davitt (who were sold to US Music Corp) to Musical Distributors Group*

Move from Canadian distributor Axe and You Shall Receive to EFKAY *

Feb 2015:

Move from Australian distributor Dominant to AMI *

New distributor signed for China - Parsons Music (one of the largest musical distributors in China)

New distributor signed for UK and Ireland - Marshall signed

New distributor signed for Spain - BOSCO


Second bass pedal to be released in six months with the third released prior to NAMM January 2016

I would like to add in KPI/ milestones to be achieved into the future here... Tracey - can you provide please?