Sears was big and it was better to join them and provide "private label" builds. If anything, the original maker's "brand" was unaffected due to anonymity. Sears purchased guitars from Danelectro, Kay, Harmony and others, built to their specs with features and finishes slightly different than the original maker with Silvertone silk-screened on the headstock. I believe the Les Paul shaped Effector was made by Kay in the good ole USA, the other shapes by Cort.Īs far as helping or hurting the Cort brand, think of what the "brand" actually was. I have heard them variously referred to as Sears, Kay and Cort Effectors. When the Cort employees are not setting themselves on fire, scaling the buildings or going on hunger strikes in protest of Cort's business practices, they build nice inexpensive guitars.
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