Tell more about you and about your entry in cables
"game"
In 1976, when we were a distributor for JBL
Loudspeaker Components and some other brands we considred the cables
for speakers were too tiny (there were no loudspeaker cables at that
time, but just cables, often 0.5 or max 0.75 sqmm.) We designed a
multistranded flexible cable of 2x2.5 sqmm and called it a
Loudspeaker Cable. We established the brand name Supra
Loudspeaker Cables. But the market considered it strangely thick
and expensive, so we launched the thicker Supra 2x4.0 sqmm
Loudspeaker Cable in order to make the 2x2.5 sqmm no more the
thickest cable.
It worked as planned.
Later we changed the brand name from Supra
Loudspeaker Cables to Supra Audio Cables, then when we expanded into
mains cables and video cables we again changed the brand name to now
be SUPRA CABLES.
The history of your involvement in hifi industry
and reasearch..…
A long story that has no exactly defined beginning
and, so far, no end.
I built my first 1 tube receiver when I was 10
years old.
More about the beginning of your Firm
I was working at Ericsson in Gothenburg for
computer hardware design in 1971, at the age of 26 and I had not got
hold of any apartement but lived in an appartment in a house that
was about to be torn down, in Gothenburg.
Our purchase manager at Ericsson was also running a
little shop after work, selling electronic components. Open 17-19
all weekdays. (He used his purchase contacts.) When he quit and
moved to another city, I asked him for his apartment. Ok, he said,
"but then you have to take over my shop and buy the stock of
components." In my situation I had no choice. But, soon I had to
chose between my growing shop and Ericsson. I choose my shop. From
there it started.
Which is your opinion about Cable industry in
general
The cable industry in general is serious and well
developed, but hi-fi cable industry in specific, does not really
exsist very much and most of those who represent it are not really
scientific. There is more subjective opinions and snake oil than
science. I think we are the only -at least one of very few-
audio/video cable brands with our own in-house production and
factory.
The "question" of cables prices and the
understanding Cable Pricing
Snake oil is very expensive. Especially in Nylon
braid jacketing. If you make the very best cable in the world at
home in your kitchen and put a nylon braid on it (the only way you
can make it without a factory) then it is a hi-fi cable that can be
more expensive. :-)
However, if you are serious and put some real
research into hi-fi there is a lot to discover and it is a
development cost that has to be added to the price on a limited
market (compared to computer LAN cables and other mass market
cables). However, hopefully never as expensive as the Nylon Braid
cables.
Our Business Concept is No Nonsense Design.
Snake oil and cable manufacturing
Answer as above. I just want to add that video and
digital high frequency transfer are welcome as there is less space
for snake oil. Working with HDMI/DVI and frequencies at GHz you must
know how to make cables scientifically and there is no doubt if the
picture is clear or not. Anybody can see. Nylon Braids do not
help.
The future of hifi cables industry and the future
of your firm
We believe in the future for screened mains cables
and HDMI cables (sound and video in one cable) and in home theatre
and home installations. The hi-fi will enter the home theatre market
as did it enter the stereo market after we had listened us fed up to
table tennis and trains going from left to right and such sound
effects.
