BREAKING: Dirac Enters the Physical Retail Environment with HiFi Klubben Partnership

Todd Anderson · 2026-02-28T16:51:15-0600

(February 28, 2026) Dirac has announced a partnership with HiFi Klubben that will bring in-person retail sales of Dirac Live licenses to HiFi Klubben stores across Denmark, Norway, Sweden, Germany, and the Netherlands. Beginning this year, customers will be able to purchase Dirac Live software licenses directly in store, alongside compatible home theatre and hi-fi systems, which Dirac says is intended to make the path from product selection to full system performance simpler and more connected.

“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.”

HiFi Klubben will offer five different Dirac Live license products: Dirac Live ART, Dirac Live Bass Control, Dirac Live Upgrade from Limited to Full, Dirac Live Room Correction Full for stereo devices, and Dirac Live Room Correction Full for multichannel devices. In-store sales of Dirac Live license cards have begun rolling out at store locations, with availability expanding throughout 2026. Dirac frames the partnership as a scalable model for the broader retail channel, aimed at making access to its room correction technology simpler for customers while creating an additional sales opportunity for retailers at the point of purchase.

Dirac's rise to popularity has been fueled by intense interest among enthusiasts and audio fans. The company notes that Dirac Live is now available on 120-plus home theatre devices across 30 leading brands, including Denon, Marantz, NAD, Arcam, Klipsch, and Onkyo, with demand accelerating as adoption has expanded. Dirac says interest has exploded following the broader rollout of Dirac Live Active Room Treatment (ART), adding that 94% of users have "reported better sound after applying room correction."

“Dirac Live’s growing availability across devices and brands has created clear pull from enthusiasts and first-time buyers alike,” says 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.”

For more information on Dirac, visit www.dirac.com.

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BREAKING: Dirac Enters the Physical Retail Environment with HiFi Klubben Partnership

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