The Future of Norman’s Rare guitars: Insights from Joe Bonamassa
Whispers and speculation have circulated about the possibility of Joe Bonamassa, the renowned blues guitarist and avid vintage guitar collector, acquiring his favorite local shop, Norman’s Rare guitars. This buzz has been more than just idle chatter; it seemed like a natural fit.
Bonamassa is a frequent visitor to the store, drawn in by the intoxicating aroma of aged nitrocellulose lacquer that permeates the air, a scent synonymous with the legendary vintage electric guitars that adorn the walls.
Even Norman Harris, the esteemed founder and owner of the iconic Los Angeles guitar store, expressed enthusiasm about the idea. In an interview with Guitar World back in March 2025, he remarked that Bonamassa would be an excellent choice to take over the reins.
“He has a genuine passion for guitars, and his ability to showcase them is remarkable,” Harris noted. “He shares my commitment to nurturing emerging talent.”
Harris envisioned a successor who would honor the store’s rich legacy and maintain the dedicated team he has cultivated over the years.”I hope to find someone who cherishes this place as much as I do, someone who will keep my staff and continue the traditions I’ve established,” he stated.
A New Chapter for Norman’s Rare Guitars
This week, Harris’s aspirations came to fruition when TNAG Global, the parent company of Carter Vintage Guitars in Nashville, finalized the purchase of Norman’s Rare Guitars. This acquisition includes Harris’s extensive personal collection along with the store’s remarkable inventory of over a thousand guitars.
Harris expressed his satisfaction with the deal, stating, “I’ve always anticipated the need for a long-term partner who could carry on the legacy of Norman’s Rare Guitars. I couldn’t have asked for a better steward than Ben Montague and TNAG Global.”
Bonamassa, like other guitar legends such as Slash and John 5, will continue to be a loyal patron of the store. He has publicly endorsed the acquisition, viewing it as a positive development for everyone involved, especially for the store’s devoted fans.
The fact that Harris will remain involved for provided that he desires adds to the appeal of this transition. “I’m thrilled to see my Uncle Norm embark on this new chapter,” Bonamassa shared on Instagram. ”He’ll still be around, showcasing the coolest guitars in the world.”
“Congratulations to my friend Ben and the entire Carter vintage team for securing the legacy of the greatest guitar store on the planet. And yes,you can stop asking me if I’m buying it now. Muchas gracias.”
Bonamassa’s Busy Schedule
While Bonamassa would have made a fantastic steward for Norman’s Rare Guitars, his current commitments make it impractical. He has been busy recording at Power Station at Berklee NYC with producer Kevin ‘The Caveman’ Shirley,likely working on the follow-up to his 2025 album,breakthrough. his performance calendar is typically filled,with recent appearances including The Soho sessions alongside Slash.
It’s understandable that the thought of adding retail responsibilities to his already packed schedule would be daunting.
Looking Ahead: The Vision for Norman’s Rare Guitars
As for the future of Norman’s Rare Guitars, Montague has ambitious plans to expand the business both in Los Angeles and beyond.Following the acquisition of Carter vintage Guitars,sales surged by an impressive 233 percent.
“Norman’s Rare Guitars is the most iconic guitar shop in the world, and we are honored to help extend its story into the future,” Montague stated. ”Our mission with this acquisition is clear: to protect what makes this shop unique, ensure its continued success beyond its founder, and allow Norman the freedom to step back whenever he chooses, secure in the knowledge that his legacy is safe.”
Last year, Norman Harris shared his journey with Guitar World, reflecting on the unexpected rise of his vintage guitar empire.
