← Back to RadarINDUSTRY
Guitar Center Launching Its Own Guitar Brand From the Ground Up
April 11, 2026· Source: MusicRadar· WBBT Intelligence Desk
The world's largest guitar retailer is entering the manufacturing game. CEO Gabe Dalporto announced plans to design and build a guitar "from the ground up."
The move mirrors the Amazon Basics strategy: using retail data to identify market gaps and manufacturing house-brand products to fill them. This could disrupt the pricing dynamics between Guitar Center and traditional OEMs like Fender and Gibson.
WBBT analysts predict the house brand will target the $299-$599 segment, the highest-volume price range in guitar retail.