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

(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.

Related Reading:

• NEWS: Monoprice's Monolith HTP-1 Officially Rolls Out Support for Dirac Active Room Treatment
• NEWS: ARCAM Launches Radia Series Home Theater Lineup With Dirac ART Support
• FORUM: Home Theater Advice on Microphones and Dirac Live
• NEWS: NAD Strengthens the C 700 Platform with Official Dirac Live Certification

 

[FargateOne]

I first became interested in Dirac in 2014 after purchasing Antimode to try to learn how to control the bass on my 8-inch PSB subwoofer in a little 5.1 Yamaha receiver home cinema system.. I have adjusted my budget to be able to benefit from this software via a miniDsp nanoAvr-DL. For obvious reasons, I got rid of this device and, with the help of several members here and elsewhere, learned how to manually calibrate my system using using either 10 EQ manual filters built into a Rotel receiver that is now discontinued or a miniDsp 2x4HD. When the family budget finally allowed for a more serious purchase, I had the choice between the miniDsp DDRC-88 or waiting for the famous version 3.0 of Dirac. The advantage of an “automatic” solution like Dirac compared to the countless hours required to learn the basics of acoustics and parametric equalization for a home theater system is obvious. Those hours spent learning did, however, teach me the basics necessary to understand a little bit about what I'm doing and what software like Dirac does. An unfortunate first experience with another receiver Rotel (also discontinued) and a second experience (...) with Arcam did not dampen my enthusiasm for the undeniable advantages of this product.
However, while acknowledging that I have no knowledge of the certification process underlying the implementation of such software in machines that are, for all intents and purposes, computers,I feel compelled to point out respecfully the absolute necessity for Dirac to ensure a stronger certification system for their software in devices that allow its use.

 

[Todd Anderson]

@FargateOne you make some really great points. I also have some concerns with how rollouts happen across different companies.

It would be so much easier if Dirac was a product baked onto a board that's inserted into a receiver or processor. That way, Dirac would have more control on their end (at least, theoretically it seems like they'd have more control!). Alas, that's not the case.

Companies like StormAudio who perform all of their programing in-house are an ideal partner. But I'd imagine it becomes a bit more difficult when larger mass market companies enter the picture, because, as I understand it, many of those outsource and the resulting chain of testing, responding to consumer issues, and coding to fix problems, becomes a bit more convoluted.

It's a tough one, because I'd imagine most buyers with Dirac enabled products are none the wiser to issues. They likely make one pass with measurements, set it, and forget it.

You... me... others on this forum and forums like it... we are the exception to the rule.

 

[FargateOne]

They likely make one pass with measurements, set it, and forget it.

99,9% of the time almost certain

 

[FargateOne]

Companies like StormAudio who perform all of their programing in-house are an ideal partner.

Does Marantz too?