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Everything in Balance, Harmony, & Proportion

For thirty years, Primare, based in southern Sweden, has been designing and producing award-winning hi-fi components that bring the Scandinavian attributes of honest integrity and timeless design to a global audience.

Every Primare product reflects a commitment to Scandinavian ideals such as lagom – the sense of true satisfaction that comes from balance and harmony. Not too much. Not too little. Just right.

With a modular, environmentally conscious approach that complements core values of lasting quality, ease of use and deeply satisfying performance, Primare effortlessly delivers today’s ever-expanding music and visual experiences in all their richness and variety, whether the source is analog or digital, wired or wireless, stored or streamed.

Primare – the sound and vision of Scandinavia.

The goal is to provide the best possible experience for the greatest number of people, whether the source is analogue or digital, stored or streamed, wired or wireless.

Our Story

During the early 1980’s, leading Danish industrial designer and passionate audiophile Bo Christensen set out to create a new kind of audio company. Frustrated by the sound quality, aesthetics, and user interface of typical audio gear, he created a team of designers, which included gifted engineer Bent Nielsen, to form a technology group named Primare Systems AB. Their corporate mission was, first and foremost, design components of exceptional sound quality. Secondly, the products must have an elegant appearance, precise proportions and a user-friendly interface. Additionally, it was decided to eschew the industry standard twelve-month product life cycle and instead develop “living products” that could easily evolve as technologies and methodologies changed. The potent combination of clean Scandinavian design, simple yet elegant circuitry, and straightforward operation created audio components of uncanny originality.

Time Line

1986: 928 Series

Introduced shortly after being founded in 1985, Primare’s first products, the 928 series, embodied a true “minimalist aesthetic” that was in stark contrast to the typical “button-cluttered” audio components of the day.

1992: 200 Series

The somewhat more radical 200 Series was acclaimed for its innovative and groundbreaking industrial design. It included not only a preamplifier, mono amplifiers, a tuner, and CD player, but also a system remote, unique at the time for ultra-high-end designs.

Primare History 1992, 200 SeriesPrimare History 1994, 300 Series

1994: 300 Series

In 1994, before leaving Primare, Bo developed the 300 series. Primare was transformed with the advent of these products. Not only was Primare’s ongoing aesthetic idiom firmly established, but also the new design approach allowed Bent to better craft the circuitry within for improved performance.

1998: 30 Series

In 1993 Primare formed an association with another Swedish audio company Xena, known for the popular Scandinavian brands Copland and QLN. This partnership fused the design and business talents of Mr. Nielsen and Xena’s Lars Pedersen, setting a new course for Primare,  resulting in the 1998 introduction of the 30 series, the basis for all future designs.

Primare History 1998, 30 SeriesPrimare History 2010, I32 front black

2010: New 30 and 20 Series

New 30 and 20 series models introduced, adopting modular design for two channel product with upgradable I32 integrated amplifier with optional MM30 network player module , CD32 CD Player, R32 phono stage, and I22 integrated amplifier with optional DAC module.

In 2011, CD32/I32 system wins EISA Best Product Award.

2017: Prisma

Prisma, a new control and connectivity technology is introduced with the I15 Prisma integrated amplifier, CD35 Prisma CD player, and I35 Prisma integrated amplifier, the latter featuring the new UFPD 2 amplifier technology.

Scandinavian Design

Primare products possess beautifully elegant, classically clean “Scandinavian” physical designs that allow each component to be made compact for flexible system placement. Similarly, each component is designed to possess straightforward and easy to use interfaces.

Attention to Detail

Equally elegant and simple electrical designs are used in even the most complex product, utilizing ultra-short signal paths with all gain in one device whenever possible. Ultimately, this results in fewer, higher quality parts for a reduction in associated distortions and an increase in overall electrical efficiency.

With Primare, the best performance comes from simplicity, not complexity.