The North American Guitar

The North American Guitar (TNAG) is a retailer and online marketplace specializing in high-end acoustic and electric guitars. The company caters to discerning players and collectors, offering a selection of handmade, boutique, rare, and vintage instruments.

Founded in London in 2010 by Ben Montague and his father, Robert Montague, CBE, TNAG aimed to bring the world's finest guitars to a global audience. In 2019, the company acquired Cotten Music Centre, Nashville's longest-standing music store, and relocated its headquarters to Nashville, Tennessee. This was followed by a merger with the renowned Carter Vintage Guitars (CVG) in March 2022, a move intended to combine TNAG's expertise in luthier-built instruments with CVG's extensive vintage inventory. The merger was backed by SME growth investor Magenta Partners, which had invested in TNAG in 2021 to support its digital expansion.

TNAG operates a hybrid retail model with a showroom in Nashville and a global online presence. Its business model focuses on providing a premium, personal buying experience. A key service is the 'Exchange,' a platform for buying and selling pre-owned high-end instruments, which provides a white-glove service for transactions. This digital platform also allows owners to digitize their collections and connect with other enthusiasts. The company represents skilled luthiers and handmade guitar brands such as B&G Guitars, Rick Turner, Bourgeois, Santa Cruz, and Collings.

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