“Guitars haven’t changed that much in the last 50 years. We’re about to change that”: Guitar Center is setting up its own in-house guitar brand – and it’s asking players for their help

Guitar Center store.

Guitar Center has made the surprise announcement that it is setting up its own in-house guitar brand, and it’s asked players for their input.

The retailer’s CEO, Gabe Dalporto, revealed the news in a social media post last month, during which he laid down the company’s ambitious plans to start up a guitar brand that would push the instrument into unexplored territory.