Posted on 14th July, 2017


In just eight years, Audio Active have grown to be a well-respected and supported importer and wholesaler of quality audio and video brands in Australia. Under the direction of Jeremy Bouris, Audio Active have already been awarded 1st place in the SmartCompany Smart50 awards, along with being recognised with a BRW Fast Starter award.

With an impressive brand portfolio that includes brands such as Tannoy, MartinLogan, Anthem, Luxman, selected Sony ranges, and many more, Audio Active are constantly analysing market trends to ensure their offering is not only relevant, but that they are following emerging technologies and trends.

Audio Active were recently appointed the Australian distributors of high-value and performance audio-video brand, Emotiva.

This week, Audio Active have announced they will cease distribution of Swedish brand, Primare.

Paul Clarke, General Manager Sales & Marketing for Audio Active told StereoNET:

For a business such as ours, we need to look to invest in where the industry is going in the bigger picture so to speak, therefore all brands need to be regularly reviewed in terms of profitability, stock turns etc.

As a consequence of this, and in consideration to the way the market is shifting, we have decided to part company with Primare and focus more of our energies on our core and emerging brands.

According to Audio Active a new distributor has not yet been appointed for Australia, but they will work with Primare and the incoming distributor to ensure a smooth transition.

Audio Active will continue to support the brand for warranty and service in the interim.

Marc Rushton's avatar

Marc Rushton

StereoNET’s Founder & Publisher and still buried deep in the review room auditioning everything from docks to soundbars, amplifiers and headphones. Marc is also the founder of the annual International HiFi Show.

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Posted in: Industry
Tags: audio active  primare