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Fifty years in, L.R. Baggs has announced its evolution to ‘Baggs,’ putting its people, players and next generation of products at the center of a newly refreshed brand. — By Kimberly Kapela BAGGS IS REDEFINING ITS 50-YEAR LEGAC Y Lloyd Baggs Jennifer Luckett
F ounded in the 1970s by luthier Lloyd Baggs, L.R. Baggs began as a custom acoustic guitar workshop in California. Frustrated with the limited amplification options available to acoustic players, Lloyd shifted the company’s focus toward develop- ing reliable, high-fidelity pickups and pre- amps. Over the decades, the company grew into a globally trusted leader in acoustic guitar amplification, electronics and pedals. Now, 50 years after its founding, the company is entering a new chapter. As part
of a comprehensive brand rejuvenation, L.R. Baggs is simplifying its name to “Baggs,” a change that, according to the company, is less about reinventing itself and more about reflecting the team who’ve helped build it. “Over the years, as we’ve grown, it’s become less about me and more about our team,” Lloyd said. “Over the last decade or so, we’ve had discussions about losing the ‘L.R.’ and just making it ‘Baggs.’ When we introduced the guitar about three years ago, we decided to
use just ‘Baggs’ for the guitar, and that’s been great. It’s mostly been about our team and wanting it to be less about me. When Jennifer [Luckett] came on board over a year ago, she took that desire of mine to make it Baggs and more about the team.” INSIDE THE EVOLUTION Baggs sees the new identity as an opportu- nity to make its history more inclusive. The name is intended to encompass not only the people who work within the company,
14 I MUSIC INC. I OCTOBER 2026
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