Luna music

What Luna music does

Luna music is an independent, privately held record store founded in 1994 and operating from a single retail storefront at 5202 N College Ave in Indianapolis, Indiana. The company sells new and pre-loved vinyl LPs, CDs, and cassettes, alongside turntables and stereo equipment, vinyl accessories, branded apparel, gift cards, and a small assortment of books, magazines, and greeting cards. Its inventory spans more than 35,000 titles, including over 10,000 new vinyl LPs and over 25,000 pre-loved records priced from $1 to $10,000, with particular emphasis on indie exclusive editions, limited pressings, and curated staff selections across genres including jazz, dub, and under-the-radar releases. The business combines a physical community hub — hosting in-store performances by notable artists such as The Black Keys, St. Vincent, Julien Baker, Julian Casablancas, Kurt Vile, and Broken Social Scene — with worldwide e-commerce shipping through shop.lunamusic.net and a parallel Discogs seller profile for pre-loved vinyl.

Luna music generates revenue through six distinct streams: one-time sales of physical and online record inventory, a monthly curated vinyl subscription service called the LUNA music Sound Subscription, branded merchandise sales, turntable and equipment sales, ancillary books and greeting cards, and a vinyl buying service that purchases collections from customers for resale. Pricing is predominantly unit-based, with standard vinyl LPs typically priced $24.99–$55.99 and premium boxsets or limited editions reaching $109.98–$199.98, while the subscription service operates on an undisclosed monthly cadence. The company maintains a direct-to-consumer go-to-market motion with no disclosed wholesale, B2B, or enterprise channels, and its marketing is driven by an email newsletter (LUNA Newsclip), organic social media (Instagram, Facebook, Twitter), staff curation, in-store events, and earned media from regional and national publications.

Operationally, Luna music is a small, founder-controlled retailer with 11–50 employees, no disclosed external funding, no parent company, and no subsidiaries. The company ships worldwide from its storefront six days a week and also offers local pickup. No proprietary technology systems have been identified; the e-commerce storefront runs on Squarespace-hosted infrastructure and the pre-loved inventory is listed on Discogs. Recognition includes eight consecutive Best Record Shop wins from NUVO Newsweekly, a Best Record Shop designation from Indianapolis Monthly, and editorial features in TIME OUT, The New York Times (2019), The New Yorker (2025), and Midwest Living (2025).

Name

Luna music

Legal name

LUNA music

Website

https://lunamusic.net

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Luna music is an independent Indianapolis record store founded in 1994 that sells new and pre-loved vinyl LPs, CDs, cassettes, turntables, and merchandise through a physical storefront, worldwide e-commerce, and a monthly vinyl subscription service for music collectors and enthusiasts.

Ownership category

akta.pro rank

Product category

Independent Record Store / Specialty Music Retail

NAICS

Musical Instrument and Supplies Retailers (459140)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Recorded Music Retail & D2C Merch Bundles (MPAIAAAF)

akta.pro secondary industry

Turntables & Vinyl Audio Equipment Retail (CRACAEAH)

Keywords

• Vinyl record retail
• Independent record store
• Vinyl subscription service
• Turntable and accessories
• Used vinyl resellers

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Physical and Online Record Sales: LUNA music sells new and pre-loved vinyl LPs, CDs, and cassettes through their physical storefront and online e-commerce platform. The store carries over 35,000 titles including new releases, pre-orders, indie exclusives, and rare/vintage pressings.
2. Vinyl Subscription Service: The LUNA music Sound Subscription Service provides a monthly curated vinyl LP selection shipped to subscribers' doors. This recurring revenue stream offers hand-picked records based on subscriber preferences.
3. Merchandise Sales: Sale of LUNA music branded merchandise including t-shirts, hats, onesies, totes, slipmats, vinyl care supplies, and accessories.
4. Turntable and Equipment Sales: Sale of new and used turntables and stereo equipment as part of their full-service music retail offering.
5. Books, Magazines, and Cards: Sale of lovingly curated greeting cards, books, and magazines alongside their music inventory.
6. Vinyl Buying Service: LUNA music buys vinyl collections from customers, which they then resell through their store and Discogs marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

LUNA music sells new and pre-loved vinyl LPs (over 35,000 titles), CDs, and cassettes through its Indianapolis storefront and worldwide e-commerce shop. It supplements physical music sales with a monthly curated vinyl subscription (LUNA music Sound Subscription), turntables and stereo equipment, vinyl accessories, and branded apparel and merchandise. The store also buys pre-loved vinyl collections from customers and hosts in-store performances.

Product overview

LUNA music is a 30-year-old full-service independent record store in Indianapolis, Indiana, offering a comprehensive vinyl-focused music retail experience. The core product portfolio centers on new and pre-loved vinyl LPs (with over 35,000 titles combined), new CDs, and cassettes. The store operates a subscription service called the Sound Subscription, which delivers hand-selected vinyl LPs monthly to subscribers. Additional offerings include turntables and stereo equipment, vinyl accessories (slipmats, cleaning supplies), branded apparel and merchandise, gift cards, pre-order services for upcoming releases, in-store live performances, and a vinyl buying service. The store ships internationally and maintains an active online storefront alongside its physical brick-and-mortar location.

Differentiator

Problem solved

Functional benefit

Brands

• LUNA music Sound Subscription: Monthly vinyl LP subscription service delivering hand-selected records to subscribers' doors.

Products and services

• LUNA music Sound Subscription A monthly vinyl LP subscription service in which the LUNA crew hand-selects records based on subscriber preferences and ships them to the subscriber's door.
• New Vinyl LPs New vinyl LP records across all genres, with over 10,000 titles in stock.
• Pre-loved Vinyl LPs Used and pre-owned vinyl LP records with over 25,000 titles ranging in price from $1 to $10,000.
• New CDs New compact disc releases across various music genres.
• Cassettes Cassette tape releases and releases in cassette format.
• Vinyl Pre-orders Advance ordering service for upcoming vinyl LP releases, including indie exclusive editions.
• Turntables New and used turntables and stereo equipment for vinyl playback.
• Vinyl Buying Service Service through which LUNA music purchases pre-loved vinyl records from customers, then resells them through the store and Discogs marketplace.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rough Trade: Long-running independent record store with locations in NYC, London, and Nottingham, combining brick-and-mortar retail with worldwide e-commerce and a strong in-store live performance tradition. Directly comparable in programming and curatorial approach.
• Bull Moose Music: Independent record store chain across New England with deep new and used vinyl inventory and a multi-store retail plus online model. Comparable as an indie peer operating physical and digital channels at meaningful scale.
• Waterloo Records: Independent record store in Austin, TX offering new and used vinyl, in-store performances, and a long-tenured curatorial reputation. Comparable to LUNA as a single-physical-store indie with community programming and online reach.
• Amoeba Music: Iconic independent record store chain operating multiple California locations with deep new and used vinyl inventory, in-store performances, and a worldwide shipping e-commerce operation. Closest comparable to LUNA in scale, model, and curatorial identity.
• Vintage Vinyl: Independent record store in St. Louis, MO offering new and used vinyl, in-store performances, and e-commerce shipping. Comparable single-location indie with similar curatorial and community positioning.
• Plan 9 Music: Independent record store chain based in Richmond, VA with multiple locations and a long-tenured reputation in vinyl and CD retail. Comparable as an indie peer combining physical stores with broader regional reach.
• Electric Fetus: Long-running independent record store in Minneapolis, MN operating as a destination retailer with deep new and used vinyl inventory. Comparable single-location legacy indie with community orientation.

Emerging players

• Vinyl Me, Please: Vinyl LP subscription service delivering curated, exclusive pressings monthly to subscribers nationwide. Directly comparable to LUNA's Sound Subscription on the recurring curated-vinyl proposition, though operating as a digital-native rather than physical-retail-first business.

Broad incumbents

• FYE: National mall-based entertainment retailer selling vinyl, CDs, and music-related merchandise. Overlaps with LUNA in the recorded music retail category but operates at much larger scale with a broader pop-culture assortment rather than a curatorial niche.
• Barnes & Noble: Large national bookstore chain that also stocks a selection of vinyl LPs and music-adjacent merchandise. Overlaps with LUNA in physical-format recorded music retail but as one category within a much wider product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LUNAmusic
• YouTubeyoutu.be/iR64lF2agbM?si=jzgpIx4tnStOcbIJ
• Facebookfacebook.com/theLUNAmusic
• Instagraminstagram.com/lunamusic
• LinkedInlinkedin.com/company/luna-music

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luna music