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Matt Allred                        
                       Karl Bracken

Bracken & Allred Head Guitar Center
Merchandising Team

New hires to chart strategy across all GC brands.

GUITAR CENTER HAS ADDED to its merchandising team, appointing Karl Bracken as executive vice president of merchandising and private brands, and Matt Allred as vice president of merchandising. The announcement was made by Guitar Center’s CEO Ron Japinga.

In his new role at Guitar Center, Bracken will lead the strategic direction of the merchandising and private brands teams across all Guitar Center Enterprise brands, including Musician’s Friend, Music & Arts, and Woodwind & Brasswind. Additionally, he will serve as a member of Guitar Center’s Executive Management Committee.

Bracken has more than 20 years of experience in supply chain management, merchandising, and finance. Prior to joining Guitar Center, he served as chief operating officer for Beach House Group, a brand incubator and consumer packaged goods company. Most notably, he spent more than 14 years at Target, where he held a variety of leadership positions with responsibilities for buying/merchandising, negotiations, vendor relationships, planning and allocation, supply chain, benefits, and payroll.

Bracken earned his bachelor’s degree in history and government from Claremont McKenna College and his MBA in strategy, economics, and marketing from Northwestern University’s Kellogg School of Management.

As vice president of merchandising, Allred will strategically lead and direct merchandising and product initiatives, emphasizing the technology segment.

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