May 04, 2026 I Retail
Guitar Center Relaunches Musician’s Friend as Off-Price Outlet
Guitar Center has relaunched Musician’s Friend as an off-price online outlet for premium musical gear. Built with manufacturers, Musician’s Friend consolidates overstock, open-box and selected excess inventory and offers launch discounts up to 45%, with savings that can reach the thousands on higher-end items.
At launch, the site will feature thousands of deals across guitars, digital pianos, drums, recording gear, keys, live sound and DJ — from leading brands, including Gibson, Fender, PRS, Yamaha, Epiphone, Ibanez, Alesis and Shure. Stock is limited, rotates frequently and will be replenished through ongoing manufacturer partnerships. Limited-quantity drops and time-sensitive offers will be regular features. “Stupid Deal of the Day,” a longtime customer favorite, remains on the site as a daily featured bargain with a new discounted item every day.
“Premium gear gets discounted somewhere – overstock, open-box, discontinued models. Today it’s scattered across marketplaces and clearance racks,” said Gabe Dalporto, CEO of Guitar Center. “Musician’s Friend pulls it into one place, sourced directly from the brands, at prices that reflect what an outlet should be.”
Musician’s Friend works directly with manufacturers to source excess inventory and open-box items, creating a steady flow of fresh opportunities across key categories. For brand partners, the platform offers a controlled channel to move inventory without diluting full-price distribution through curated presentation, limited quantities, and a managed promotional cadence. For musicians, studios and creators, it provides a dependable outlet experience backed by Guitar Center’s sourcing, fulfillment and customer protections.
To support this next phase, Brian Packer has been named general manager of Musician’s Friend, leading the business day-to-day. A longtime Guitar Center leader, Packer reports to Kinna Thomas, senior vice president of merchandising operations, who joins from senior roles at Walmart and Target. Jerry Brandehoff, executive vice president and chief merchandising officer, will expand his scope to include Musician’s Friend.
