Scandinavian Sound, Designed for Life
For over thirty years, Primare, based in southern Sweden, has been crafting award-winning hi-fi components built on timeless Scandinavian design principles. Every Primare product embodies the Nordic pursuit of balance — Lagom — a Swedish word meaning “just the right amount.” Not too much, not too little — simply perfect harmony between form, function, and emotion.
This philosophy is more than aesthetic. It shapes how Primare designs, engineers, and evolves its products. The company’s modular, eco-conscious approach complements its values of simplicity, durability, and musical integrity — the very essence of Scandinavian living.
Lagom and Hygge: The Soul of Primare
In Sweden, Lagom defines moderation and balance, while Denmark’s Hygge captures the joy of comfort and connection. Together, they express what Primare stands for: technology that enhances everyday life without overwhelming it.
Primare components are designed for effortless enjoyment — whether playing an analog record, streaming digital high-res audio, or watching a movie with friends. Each device invites you into a space of calm precision and emotional warmth — a celebration of the ordinary made extraordinary.
In short: Primare is the sound and vision of Scandinavia.
Design Philosophy: Simple Is Better
Primare’s approach to design follows one clear rule: “Better simple than complicated.”
Its amplifiers, CD players, and network streamers are defined by minimalist geometry, precise machining, and visual symmetry. Front panels are clean, controls are intuitive, and the design language is consistent across the entire product family — creating a sense of calm and visual balance.
This design isn’t just about beauty. It’s about clarity of experience: when a product looks harmonious, it’s easier — and more satisfying — to live with.
Modularity: Built for the Future
Primare believes great hi-fi should grow with you. That’s why many of its models use a modular architecture, allowing owners to expand or upgrade functionality as technologies evolve.
For example:
- The I35 Prisma integrated amplifier can operate as a fully analog unit, or as a digital hub with built-in DAC.
- Add the Prisma streaming module, and it becomes a complete network player — capable of handling stored files, streaming platforms, and wireless playback.
- Similarly, the CD35 Prisma works both as a traditional CD player and as a high-resolution digital source.
This flexibility ensures longevity and sustainability — you buy once, and it adapts to your needs for years.
Attention to Detail
Inside every Primare component, simplicity reigns. Circuits are short and direct, minimizing signal path length and distortion. Fewer components mean greater reliability and a cleaner, more natural sound.
This engineering philosophy reflects Primare’s belief that sonic purity is achieved through reduction, not complication.
The result is effortless dynamics, refined tonality, and musical realism that feels as honest as it is engaging.
Class D, Reinvented: The UFPD Legacy
Primare was among the first high-end manufacturers to fully embrace Class D amplification, not for efficiency alone, but for its potential to deliver true sonic transparency.
After years of research and testing, the team developed its proprietary UFPD (Ultra Fast Power Device) technology — a breakthrough that finally unlocked the musical potential of Class D.
UFPD provides massive power output with extremely low distortion across the full frequency range, maintaining stability under any load. It’s efficient, cool-running, and perfectly suited to modern living spaces.
UFPD 2: The Next Generation
The latest evolution, UFPD 2, refines the concept even further. Featured in the I35 Prisma and other new models, it offers:
- Improved linearity and transient response
- Ultra-wide bandwidth
- Perfect control of demanding loudspeakers
- Exceptionally low noise and heat generation
The result is a sound both powerful and organic — music that breathes, dynamics that feel limitless, and textures rendered with lifelike realism.
Sustainable Scandinavian Engineering
Primare’s longevity-first mindset extends beyond technology. Each product is built with eco-responsibility in mind — from low energy consumption to recyclable materials and long service life. In an age of disposability, Primare champions sustainable audio engineering.
This is why a Primare amplifier from 2010 can still integrate seamlessly into a 2025 digital ecosystem — both technically and aesthetically.
The Essence of Primare
To experience Primare is to experience balance in every dimension: sound that’s clear yet warm, power that’s effortless yet precise, design that’s minimal yet human.
Every note feels intentional. Every moment feels timeless.
Because when technology disappears, only the music remains.