September 02, 2026 I Supply
LR Baggs Changes Name to ‘Baggs’
From left: Nick Rinehart, Caleb Elling, Mike Luckett, Jenny Luckett, Lloyd Baggs, Nadine Baggs and Ryan Angle.
Celebrating its 50th anniversary, LR Baggs has unveiled new branding and a new generation helping shape its future at an event in Nashville, Tennessee. Long known as LR Baggs, the company has announced it is now simply Baggs.
At the center of the next chapter is Jenny Luckett, daughter of founder Lloyd Baggs, who joins the leadership team as creative director. Luckett recently sold her January Moon children’s brand to join Baggs full-time. She has led and directed a year-long, thoughtful development of Baggs’ core visual identity and brand message, positioning the brand for the next 50 years of audio innovation and custom-crafted solutions for live performers.
“Removing the LR isn’t about removing Lloyd from the story,” Luckett said. “It’s about expanding the story. It takes something that began with one person and makes room for all the people who have become part of it. To us, Baggs is the family, and that family is much bigger than Lloyd’s actual family. It includes all the people who have helped build this company and all of the people who will be part of where it goes next.”
“I’m thrilled beyond words for Jenny to be joining the company and helping guide it into the future,” Lloyd said. “Not only is she amazingly talented and driven to do the right things, but she’s thoughtful, kind and joyful. She’s a born leader and a joy for all of us to work with.”
Lloyd’s role isn’t changing, and he will remain focused on product design and innovation, with a management team overseeing day-to-day operations.
“Lloyd is the preeminent expert on acoustic amplification,” Luckett said. “He and the team have countless ideas and products in the pipeline to design and develop.”
The company said the new identity follows a year-long, top-to-bottom examination of how Baggs presents itself and communicates its identity today.
