The North American Guitar & Carter Vintage Guitars Announce Merger

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Pictured (L-R): Walter Carter, Ben Montague, Christie Carter

The North American Guitar (TNAG) and Carter Vintage Guitars (CVG) have merged with a shared mission to bring the world’s finest guitars and instruments to players, collectors, and enthusiasts worldwide.

By combining TNAG’s expertise in luthier-built instruments and the premium guitar market, along with CVG’s extensive vintage inventory and expertise, the partnership will create an unprecedented online and in-store guitar-buying experience for discerning musicians. CVG co-founders Walter and Christie Carter will remain at the helm of the vintage instrument operations from their Nashville location.

The North American Guitar was founded in 2010 in London by Ben Montague and his father Robert Montague, CBE. In 2019, TNAG acquired Nashville’s longest-standing music store, Cotten Music Center and, as part of the acquisition, relocated its headquarters to Nashville. 

“Partnering with CVG truly is an honor, but it’s also a strategic decision as we are not only bringing together two of the most respected guitar brands but two that are inherently complementary,” explains TNAG’s CEO Ben Montague. “TNAG has worked over the last 10 years to develop the premium guitar market and to reshape how collectors and players source, play, and eventually, sell high-end instruments. Carter Vintage Guitars has the same philosophy in the vintage world and so this partnership really is about bringing together two trusted brands that will work together to build the future of our wonderful premium guitar market.”

“TNAG has set the standard for the modern guitar business in providing buyers with a friendly, personal online experience. We’ve always aimed to be Nashville’s friendliest guitar store, and TNAG will help us take that to the next level,” says Christie Carter.

“I bought my son’s first guitar in 1988 from Cotten Music, the guitar shop that became TNAG in Nashville,” adds Walter Carter. “History is the foundation of our business and we’re thrilled to be a part of the music store with the longest legacy in Nashville. TNAG is the perfect partner to deliver the world’s finest guitars to players and collectors everywhere.”

Lorie Hollabaugh
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