Why RE-Axe?

Re-Axe Products was established in 2008 by two life-long friends David Trombetti and Jeff Cutler.  At a Thanksgiving dinner at Jeffs house, Dave, being a creative minded soul, came up with the conceptual idea of what would become the flagship product of the company, the Axe-Handler.

It was not until late in 2009 when the two found themselves again at Thanksgiving looking at the simple proto-type and wondering just what they should do.  The name of the business was easy, RE-Axe Products which would embrace the concept of making new guitar based products that were innovations and improvements of existing products on the market.  The name of the product became more of a challenge.

The two talked four hours about what it was that we wanted to achieve.  First we wanted to create and being to life new products.  Second, we did not want to be the only creators for the products.  We wanted to find other musicians that also had product ideas and provide an outlet for them to create royalties.

They also wanted to help in promoting American products and manufacturing.  They would work hard toward not outsourcing their products and attempting to make everything within the USA. 

But there was a bigger issue.  There had been a dramatic change in the music industry since Dave and Jeff had learned how to play guitar.  There was giant on-line retailers and big box stores dedicated to the mass sale and distribution of musical equipment.  The fallout from this was the survival of the local music stores that were home to millions of learning musicians and at one time the only place to go in your local community.

It was deemed appropriate that this first product would be called the Axe-Handler, dedicated to the local music store Dave and Jeff learned how to play guitar and where they both got their first guitars in Phoenix Arizona.  Axe-Handlers is no longer in business but its sprit is still alive and well in many smaller local music stores. 

Under these three principals of working with smaller stores and little chains, striving to have EVERYTHING done in the USA,  and also giving opportunities to innovative musicians, RE-Axe got to work on bringing the Axe-Handler to life. 

The next 28 months was spent in the design and creation of the Axe-Handler.  There was a great deal to learn about manufacturing and the processes involved with packaging, shipping, branding, marketing, and of course the financial commitment required in a recession where bank lending for a new business was just available.

As things progressed, it became more involved.  In order to progress, having a more in depth team of professionals was a necessity to fulfill the objectives set in the original plans.  Our office currently consists of an in-house patent attorney(Kevin Dixon), web-design/web visibility specialist(Phillip Chisholm) , our front office administrator (Tamara Cutler), and of course the two original guys,. Dave and Jeff.

The Axe-Handler became a real product to us in October 2011, almost three years to the day the idea emerged.  The first sale was to a good friend who had watched this amazing journey of faith and opportunity.

In 2012 RE-Axe Products was able to expand again and realized that the knowledge base acquired over the last several years and the team of professionals and relationships both in-house and in our network.  This allowed new opportunities in developing additional products for consumer uses.