Magenta Partners has invested in The North American Guitar (TNAG), aiming to accelerate its digital growth and international expansion in the premium guitar market.

Information on the Target

TNAG, or The North American Guitar, is a premier retailer specializing in high-end, handcrafted guitars. Founded in 2010 by Robert Montague and his son, Ben Montague, the company has emerged as a leader in the premium guitar sector. Over the years, TNAG has experienced significant online growth, which has influenced its strategy to explore international expansion and enhance its digital presence. The company is dedicated to serving a niche market characterized by its fragmentation and underserved nature, which presents substantial opportunities for growth.

Headquartered in the UK, TNAG has recently broadened its reach by acquiring a global showroom in Nashville, USA, a move that underscores its ambition to connect with a larger audience of guitar enthusiasts. The company boasts a curated selection of boutique guitars, crafted by world-class luthiers, and has introduced a digital marketplace designed for trading pre-owned instruments, thereby diversifying its offerings.

Industry Overview in the Target’s Specific Country

The premium guitar market has witnessed a notable resurgence in recent years, driven by increased consumer interest in high-quality instruments and the growing popularity of music across various demographics. In the UK, the market is characterized by a fra