Cedar Mill Group Rebrands, Announces Acquision Of Sydney's The Guitar Lounge

Winarch Group has unveiled a strategic rebrand of Cedar Mill Group to Winarch Music (WM) and Winarch Live (WL), combining the business’ music, tourism, and events assets under two divisions.

Due to the rebrand, Winarch Music will now include the Cedar Mill Amphitheatre, a 30,000-capacity, purpose-built new music venue in Lake Macquarie, as well as the Newcastle-based Musos Corner, which Winarch Group acquired in May 2024.

In addition to announcing the rebrand, Winarch Group has announced the acquisition of the independent music store, The Guitar Lounge, in Sydney.

Over the last 15 years, the store—established by the late Robert Bramley—has been a testament to Bramley’s dedication and vision, with Winarch Music promising to preserve the store’s legacy.

Robert Bramley passed away in September. His wife, Linda Bramley, said he “poured his heart and soul” into the business and shared praise for Winarch Group Founder and Managing Director Paul Lambess.

“My husband poured his heart and soul into The Guitar Lounge, driven by his passion for music and the joy it brought to musicians,” she said. “Knowing that someone with the same dedication and love for music is taking over fills me with confidence.

“I’m certain that under Paul and the Winarch Group’s leadership, Robert’s legacy will continue, and the store will flourish in the years to come.”

Winarch Live is also bringing Cedar Mill Events and Secure Events And Assets (SEAA) together and integrating The Olive Tree Market and The Finders Keepers markets under the Winarch Live brand.

The rebrand follows Winarch Group’s exponential growth over the last two years. Its next significant expansion into the music sector will be the second annual Australian Live Music Census, which will launch this Thursday (28 November).

Kyle McKendry, Winarch Group CEO, said of today’s announcement: “Winarch Group is a business built for the human experience. Our rebrand presents an opportunity to unify the diverse aspects of our Music and Live portfolios under a cohesive identity — one that reflects who we are today, where we are heading and the value we deliver to our stakeholders.

“We are also proud to welcome our latest acquisition, The Guitar Lounge, a cherished institution with music enthusiasts, to Winarch Group.”