On May 15th, Guitar Affair, one of the participants in the Amplifier Business Acelerator Program publicly launched its service.  The business has been very well received by the guitar-oriented press.  An example of the press coverage is here. Guitar Affair rents and sells high-end and boutique guitars to customers anywhere in the U.S. This market is currently heavily fragmented witih a large number of well respected manufacturers looking for an effective distribution platform for their high margin products. 

The company's business model allows customers to have access to a large rental inventory of collectible and professional qualty instruments, and also to use the service to demo limited availability guitars before purchasing them.   A new Guitar Affair customer recently related his experience with Guitar Affair, stating that "what I received was an exquisite instrument in mint condition, delivered quickly and with no question about its safety in shipping." 'It arrived humidity controlled with new strings, the best gig-bag I've ever seen and a strap so comfortable I'd like to make blankets out of it. I'm genuinely impressed and I suspect your other customers will be as well.'

Manufacturers are also excited about the new Guitar Affair service. Brian Halley of St. Blues Guitar Workshop believes that Guitar Affair and its new business model is an invaluable partner for many reasons, most importantly it will allow the company to extend its reach for their new handcrafted Workshop Series guitars. 'Although we are a brand with history going back 25 plus years, there are still players who will need to feel and hear the instrument prior to making a purchase. Guitar Affair allows interested players who may be on the fence about a brand they haven't seen every day of their lives to try it for themselves in the comfort of their own home. Our target is the serious and committed player, and we know they take their investment in a new guitar seriously. Now in '09, as the new St. Blues USA Workshop series guitars are available in very limited quantities, Guitar Affair allows us to reach out to these new St. Blues players by allowing them to play our high-end guitars wherever they want, at virtually no cost should they decide to purchase.'

The company's is currently offering its products and services only in the United States.  International expansion is contemplated for 2010.