Global overview
The network at a glance
Founded 1853. Two factories — Astoria, Queens, New York and Hamburg, Germany — feeding 27 tracked flagship, company and authorized showrooms across three regions.
Qualified visits (T12M)
272.5K
Guided showroom appointments and walk-ins across the tracked network
Instruments delivered (T12M)
1,958
Steinway, Boston and Essex combined
Visit-to-order conversion
2.55%
Qualified visits that end in a delivered instrument
Spirio attach rate
43%
Share of grand deliveries specified with Spirio or Spirio | r
Avg. Steinway grand list
$140,143
Indicative US list across Models S through D
Showroom traffic and Spirio demonstrations
Oct 2025 – Sep 2026, network-wide. Demonstration volume is the strongest leading indicator of grand delivery.
Where instruments go
Placement mix of delivered instruments
- Private residence54%
- Institution / conservatory19%
- Concert hall & touring8%
- Hospitality & retail spaces11%
- Certified pre-owned trade8%
Global showroom footprint
Bubble size reflects modeled monthly qualified visits. Ivory centers mark flagship halls in New York, London, Hamburg and Shanghai.
Hover a location for showroom detail
Deliveries by region
Trailing twelve months
- Americas · 10 showrooms9,590 visits/mo
- Europe · 9 showrooms6,750 visits/mo
- Asia-Pacific · 8 showrooms8,130 visits/mo
What starts a purchase
Attributed first touch, delivered instruments
Consideration funnel
From showroom visit to delivered instrument, most recent month
39.9% step conversion
31.7% step conversion
36.9% step conversion
54.2% step conversion
Category position
Category size and growth reflect published music-products industry estimates; share figures are modeled.
Global piano category
$4.6B
2.4% CAGR
Acoustic share
38%
Balance is digital and hybrid keyboards
Premium grand segment
$1.35B
Instruments above $60k list
Steinway premium share
34%
Modeled share of the premium grand segment