The brand and the origin
Bulara is a registered Italian trademark and the starting point of everything: the name, the selection criteria and the finishing standard demanded of every partner factory all come from there.
About us · Grupo Bulara
Bulara is not a brand invented for a market. It is the name of an Italian family that crossed three hundred years, travelled down from the Veneto to Calabria and, somewhere along the way, discovered it knew how to make wood sing. A hundred years later, that same name is engraved on pianos, guitars and wind instruments reaching stores across the continent.
More than three hundred years separate the first record of the Bulara name, in northern Italy, from the catalogue you are holding.
For more than three centuries the name Bulara has appeared in Treviso, in the heart of the Veneto — a land of good timber, small workshops and trades handed down from father to son with no written manual. There you did not learn a profession: you inherited a way of working.
At some point in that long lineage, the family travelled down the Italian boot and put down roots in Calabria, in the far south. The climate changed, the accent changed, the landscape changed. What travelled inside the luggage did not: impatience with poor finishing and a taste for objects that outlast the people who made them.
It was in Calabria that the family name gained a sound. For more than a hundred years the Bularas have lived off musical instruments — first repairing, then assembling, then choosing what deserved to carry the family name. Each generation added a layer; none abandoned the one before.
A hundred-year-old brand does not advertise itself: it proves itself in every instrument delivered. That is why Bulara has never sold history — it sold instruments, and let the history show up on its own.
Chapter three · the group today
Grupo Bulara was born out of the family and grew into an economic group. The brand is Italian and remains Italian — what changed was its reach. The structure is now designed so a piano can leave the factory and reach the store in any Latin American country with as little friction as possible: a brand base in Italy, a foreign-trade operation in Uruguay and a distributor in Brazil.
Bulara is a registered Italian trademark and the starting point of everything: the name, the selection criteria and the finishing standard demanded of every partner factory all come from there.
The trading company in Montevideo concentrates the import and export of musical instruments for the whole of Latin America, with regional stock and shipping to each country.
In Brazil the operation is dedicated to B2B distribution: serving retailers, music schools, conservatoires and dealers, with pricing, commercial terms and after-sales support.
From Mexico City to Buenos Aires, the customer finds the same catalogue, the same data-sheet standard and the same commercial contact — in Portuguese, Spanish, English, Italian or French.
None of them entered the portfolio on price. They entered because they passed the same judgement the family has applied since Calabria.
Bulara
the house brand
Italy
Keyboards, entry-level digitals and benches
Bulara Hailun
the digital piano
Award-winning factory
Eight upright digitals
Pearl River
world scale
Digitals, uprights, grands
and the Strings line
Kayserburg
the handmade
Handcrafted uprights and grands
Heritage, Étoile and Artist
Schimmel
140 German years
Braunschweig, Germany
Konzert and Classic Series
Duesenberg
Hannover by hand
Guitars and basses
Starplayer TV and Alliance
Der Loewe
winds in the classroom
Woodwinds and brass
for music education
Viscount
the Italian organ
Mondaino, Italy
Legend, Legend 70's and Cantorum
From the first key a child presses to the grand piano that opens a concert: the portfolio was built to cover the musician's entire journey, with no gap along the way.
A family that spent three hundred years learning to wait for wood to dry is in no hurry to choose who it works with.
A musical instrument is delicate, expensive cargo that is sensitive to humidity. Choosing the logistics hub was no detail — it was a design decision.
Distribution for Latin America is run from Montevideo, Uruguay, inside Zonamerica — the services and logistics free zone that gives the group regulatory stability, legal certainty and a customs regime designed for regional redistribution.
Logistics support comes from Costa Oriental, an operator with more than forty years in free zones and the largest logistics centre within the country's free zones. With the opening of its fifth facility in Zonamerica, the operation reached 50,000 m² of operating area, with a team of more than two hundred people and value-added services — regulatory adaptation, labelling, repackaging and cross-border e-commerce.
In practice, this means real regional stock: the instrument is already on this side of the Atlantic when the order arrives. Shipments to Brazil, Argentina, Chile, Paraguay, Bolivia and the continent's other markets leave from Montevideo, with predictable lead times and without the instrument travelling half the world on every sale.
Dados do centro logístico Costa Oriental, na Zonamerica, conforme Uruguay XXI.
The student at the centre
Every model in the catalogue exists to solve a moment in the player's life — the first lesson, the move to a flat, the first concert. We sell the next step, not the box.
B2B distribution
We work with whoever is behind the counter. Clear pricing, margins that add up, stock that arrives and technical support after the sale — because the repeat order is worth more than the first one.
Selection standard
When the brand carries the surname of the person who created it, no complaint is impersonal. That is why the list of brands we represent grows slowly: each one has to hold its own next to our name.
Talk to Grupo Bulara
We serve retailers, music schools, conservatoires and dealers across Latin America. Talk to the sales team for dealer pricing, payment terms and up-to-date availability for each line.
Tax ID (RUT) 220541930017
Ruta 8, km 17500, Costa Oriental - Zonamerica, 91600 Montevideo, Montevideo Department, Uruguay