Guitar Center opens prototype testing for its new in-house guitar brand

Players near Los Angeles can apply to test early Guitar Labs prototypes under NDA as the retailer moves its house-brand project into hands-on R&D.

Sep 12, 2026

Credit: Guitar World (via source)

Guitar Center has moved its planned in-house guitar brand into physical prototype testing. A September 10 Guitar World report, corroborated by Guitar.com and GuitarPlayer, says players can apply to test early instruments at the company's Westlake Village, California office in late September and early October.

The sessions are part of the retailer's Guitar Labs project. Participants are expected to sign a non-disclosure agreement and leave phones outside the testing area while giving hands-on feedback. The step matters because the project has moved beyond public idea gathering into actual prototype evaluation, giving players a rare look at how a large retailer is trying to build a proprietary guitar line around community feedback.

Why it matters

This is a concrete development in Guitar Center's attempt to become a guitar-brand owner, not just a retailer. The prototype phase will help determine whether the project becomes a meaningful new competitor in the accessible-guitar market.

Sources

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