Vader Group’s Paul Smith on bringing Naruto into guitars, picks and straps

Paul, it’s great to connect. Firstly, can you introduce us to Vader, your business focus and what lead you to start the company?
I had thoughts during the last couple of years, wondering if I could start into my own company, but for all the usual reasons it never seemed the right time. My son Billy had also wanted to carve out his own business and had yet to find his calling. We had spoken about setting up our own business many times, and as they say necessity is the mother of invention.

The fortunate event happened when the company I had worked with for over two decades decided to wind down and close its doors. So, one evening while watching a Star Wars movie with Billy, we had a conversation about what we would name our company if we had one… This led us to the doorway of actually setting up our own business and Vader Group Ltd was officially launched in November 2025.

Our focus was to have a family-run company offering a tailored consultancy service for brands looking to expand their much-loved product amongst music devotees in the UK – and internationally.

We wanted to partner with brands – rather than follow the traditional path of the distribution model – and this has proved to be an advantage. The supply chain has become much shorter than ever before and it’s vital to adapt so that manufacturers can obtain fast and clear feedback from their customers generally.

I have taken my knowledge and experience in the MI industry, combining this with Billy’s young and fresh approach – and his ability to question everything that has gone before. We have always tried to look at different perspectives for channelling marketing materials through technology and social media for musicians and new devotees.

Licensing has been something I’ve been involved with for the last 20 years and I was keen to incorporate this into our current business plan. Having worked on SBSP, TMNT, The Beano, Marquee Club, The Beatles and The Cavern Club, I understand that there is a huge connection between such brands and the musical instrument sectors.

I know you have worked in the musical instruments sector for some time. Can you give us some insight into your marketplace as it stands today?
The music retail sector is experiencing significant changes in the same way we are seeing changing patterns in retail generally. Online sales continue to dominate the market, and bricks and mortar retailers are gradually disappearing.

But musical instruments are a tactile items, full of passion and excitement for beginners, student and professionals. And particularly in a world where wellness and mindfulness are becoming an ever-important part of our lives generally, leisure and meaningful pastimes continue to evolve and thrive.

The market is strong for those businesses who are embracing the technology to deliver and understand and create the buying experience that consumers crave. We need our customers to become part of the story, enjoy the lifestyle and grow with the brand.

You recently launched a range of Naruto products. Can you tell us about them and why you think Naruto is a good fit for your sector?
Naruto Shippuden and indeed all Anime was unknown to me. It was down to Billy and his brother showing me the impact it has globally on social media, streaming platforms, merchandise and so much more.

Naruto Shippuden is an enormous franchise, and the themes, music, graphics and characters was just perfect for the music sector. Our focus was to introduce a great sounding guitar that plays as it should, and a range of accessories including guitar straps and a collectors pick tin, with the Japanese culture embodied in the Naruto theme.

We showcased our Naruto guitar at Anime Con UK at the NEC this year and the initial feedback and enthusiasm has been very good – so much so that the Naruto guitars will be launched and available from late summer this year.

Design-wise, how did things take shape?
The hardest part was knowing where to start, as there was so much licensed content available to us for the designs and packaging. Billy and his brother are huge fans of Naruto and had very clear ideas on what they thought would work – and more importantly how to retain the themes of the show fully represented in the designs.

The characters and symbols had to work together in order to be credible with true Anime fans. We are fortunate to have the skills in-house to produce our own designs. Billy’s brother had recently joined us in the business, bringing his creative design skills. Together we worked on this collectively as a family – it would have been a significantly longer process if we had used external designers.

We were able to produce the designs that work visually on the selected products, together with the licensing agent Reemsborko in the UK and TV Tokyo in Japan. They are both great to work with and very responsive on design approvals and ideas to enhance our designs.

You showcased the range at a recent consumer event AnimeFest. Why did you decide to do this and how did it work out for you?
As soon as we secured the license for Naruto we knew we had to connect with the anime community. We launched our business last November, and have already exhibited at many guitar shows, including the January NAMM Show in Los Angeles representing our MI brands. So, with the announcement of the Anime Con UK at the NEC in June, it was the ideal timing for us to showcase the Naruto range to the Anime fans.

As it happens, I also knew the organiser who had previous run music shows in the early 2000s. I think they were delighted for us as an exhibitor to bring something new to their audience with a music vibe rather than the popular but usual Anime merchandise of prints, books or jewellery.

The organiser’s enthusiasm extended to them asking if we could provide a Naruto guitar for them to promote Anime Con as a ticket prize giveaway. There was good feedback at the event and it was amazing to see that Anime and music merchandise does go hand-in-hand.

Beyond events like this, how do you keep in touch with consumers and market trends?
This is where Billy has the mindset and know-how in terms of identifying how consumers connect with brands, franchises, trends and products on social media, or on the multiple online channels available.

The first tasks we did when we set up our business was to make sure we were visible digitally to our audience. We regularly post our activities and announcements across platforms to reach out to our audience.

The feedback from the AnimeCon UK show was amazing and that is really why we were there – to connect with the Anime community and hear what they had to say about our Naruto ranges. The passion and sense of belonging for the brand is greater that I have seen for any band or group – anime fans really do live the experience.

More generally, music brands such as The Beatles and the Rolling Stones seem to be increasingly successful in licensing. Why do you think music and band brands seem to be thriving at the moment?
Simple escapism, and our love for brands and nostalgia. Music will always be a part of people’s lives – whether for relaxation, stimulation or just the joy of being a part of something. We can all enjoy music whether listening or playing.

In a past life we worked together on a range of instruments featuring The Beano. What role do you think licensing can play in the children’s marketplace in your category? What makes a good license in your opinion?
The Beano was a highlight for me. Seeing instruments that we designed on the pages of the comic, played by Dennis the Menace and the gang was incredible.

Firstly, the product has to be right and must function as a real musical instrument; not simply a decorative toy. The instrument that a child picks up for the first time – whether a tambourine, recorder, guitar or ukulele – will hopefully send them on a musical pathway for the rest of their lives. A good licensed instrument can encourage people of all ages to pick up an instrument at any time of life!

A more general question for budding guitarists out there. What should someone look out for when buying their first guitar?
Value for money. Read reviews, take advice, but most of all buy something you like and that feels right for you – and it’s important that it’s comfortable to play.

We have spent a lot of time on our first Naruto Shippuden electric guitar, which will retail for £299.00 and includes an a fully themed gig bag. We want to attract people of all ages, and get the wow factor from fans, players and collectors alike.

What’s next for Vader?
Establish our Naruto Shippuden range in the UK and then look at expanding the license into export markets. We are already working on designs for the next wave of instruments, and we’ve already had interest from Taiwan, USA and Europe.

We are also considering offering custom made instruments for collectors. Following this, the plan is to explore other licenses that would complement Naruto within the anime world.

Maybe our next aim is to showcase at the world’s largest anime festival at Anime Japan in Tokyo – that would be exciting to see where the brand takes us.

Finally, if you could jam with a guitarist past or present who would it be and why?
Well, Ziggy played guitar, so Bowie would be an obvious one… But Prince would come a close second… I’ve been playing guitar for many years, but Billy my son, is streets ahead of me already – thanks to YouTube!