A Store Strikes A Chord

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Guitar Center has been able to expand in part because of weak competition. The country's next biggest music-store chain, privately held Sam Ash, has 40 stores concentrated on the East Coast. A 79-year-old family-owned business, Sam Ash doesn't have the capital to grow at Guitar Center's pace, says William Blair & Co. analyst Zackfia, nor can it match the big chain's massive catalog and online sales. Another national retailer, Mars Music, went under last fall.

Guitar Center hopes to avoid the growing pains that often plague expanding businesses. Albertson says he expects a bump in his customer base in the near future. After dropping for decades, the population of men ages 15 to 29, the chain's prime customers, is projected to rise 6% by 2010. The company is expanding its pro-audio selection and is exploring opening stores in Canada and Britain.

The tough part will be maintaining the chain's hard-won brand cachet. That means keeping service levels high and stocking a $125,000 guitar that may take years to sell but gives shoppers something to drool over. "You'd never see Wal-Mart keep around merchandise just to help customers daydream," says Zackfia. But for Guitar Center, the very best customer is the one who's lost in the music.