Partnership brings point-of-purchase access to Dirac Live across HiFi Klubben’s Northern Europe store network, meeting growing market demand following Dirac Live Active Room Treatment’s broader rollout.
UPPSALA, Sweden – February 24, 2026
Swedish digital audio pioneer Dirac today announced a partnership with HiFi Klubben, the Danish high-end audio and home entertainment retailer, to offer the first in-person retail sales of Dirac Live licenses. Beginning this year, customers can purchase Dirac Live software licenses directly at HiFi Klubben locations across Denmark, Norway, Sweden, Germany and the Netherlands – alongside compatible home theatre and HiFi systems.
Dirac Live is now available in 120+ home theatre devices across 30 leading brands, including Denon, Marantz, NAD, Arcam, Klipsch, Onkyo, and more. As adoption has expanded, consumer demand has grown rapidly – especially following the mass-market availability of Dirac Live Active Room Treatment (ART).
By bringing Dirac Live licenses into the retail environment, HiFi Klubben unites software and hardware at the point of purchase – giving customers a simpler, more connected path from expert guidance to complete system performance.
“Working with HiFi Klubben unlocks a new chapter for Dirac Live in the retail environment,” said Martin Thulin, Dirac Partner Manager. “Our technologies are developed to make any room sound its best by revealing greater clarity, detail, and balance and can now be purchased directly at the point of sale. That means when a customer leaves the store with a Dirac-enabled system, they also have the license in hand to unlock the system’s full potential in their listening room.”
HiFi Klubben stores will offer five Dirac Live license products: Dirac Live ART; Dirac Live Bass Control; Dirac Live Upgrade (Limited to Full); Dirac Live Room Correction Full (for stereo devices); and Dirac Live Room Correction Full (for multichannel devices).
Each license applies Dirac’s advanced room correction and sound optimization technology, which analyzes how sound behaves within a room and automatically adjusts the speakers to eliminate distortion, correct timing issues, and balance the overall sound. The result is greater clarity, tighter bass, reduced resonances, and a more immersive, natural listening experience throughout the space.
Over the past five years, Dirac has seen Dirac Live license sales accelerate substantially across the home theatre and HiFi segments, with year-on-year growth of 77% from 2024 to 2025. Additionally, 94% of users reported better sound after applying room correction*.
This surge reflects rising consumer expectations for high-performance systems – both for music and cinema – and the expanding integration of Dirac Live across device categories and brands.
“With Dirac Live now available directly in our stores, we can give customers everything they need to achieve truly exceptional sound – from the right components to the software that perfects them,” said Andreas Härnlöv, HiFi Klubben Country Manager – Sweden. “It’s a natural extension of how we help our community get closer to the music and the movies they love – by ensuring every system delivers its full acoustic potential the moment it’s set up at home.”
The Dirac-HiFi Klubben partnership aligns with how home theatre shoppers prefer to buy: they demo in-store, get expert guidance, and purchase the complete hardware-software system in a single visit. For retailers, offering Dirac Live licenses on the sales floor adds a high-value revenue opportunity that improves customer outcomes and simplifies post-purchase setup and calibration.
“Dirac Live’s growing availability across devices and brands has created clear pull from enthusiasts and first-time buyers alike,” concluded Anders Storm, CEO at Dirac. “Bringing licenses into the retail environment makes access simpler for customers and creates a scalable model for the broader retail channel.”
In-store sales of Dirac Live license cards have begun rolling out at HiFi Klubben locations across Europe, with availability expanding throughout 2026.
*Results of Dirac Live consumer experience survey
About Dirac:
Dirac develops digital software solutions that create significantly improved sound experiences for all types of sound systems. Our customers include enterprises, such as sound system manufacturers and streaming services, as well as consumers. Dirac is a global company with headquarters in Uppsala, Sweden, and R&D facilities in Copenhagen, Denmark and Bangalore, India, with representation in Greater China, Germany, Japan, Korea, and the USA.