THE RIGHT CONNECTION
Now in its 32nd year, The Chord Company isn't slowing in its quest for musical excellence
The Chord Company is a legend of the hi-fi world. Its British-made hi-fi cables have been earning ecstatic reviews and wowing music fans for more than 30 years. And during that time its reputation for affordable excellence has seen its cables go on sale in over 20 countries.
As with so many of the best hi-fi brands, though, Chord’s origins could barely be more humble. It all began on the kitchen table of company founder Sally (ibb (then ,ennedy) towards the end of 1984. Realising that a particular cable requested by a US distributor of British hi-fi didn’t exist, Sally decided to draw on her love of music and years of experience in the hi-fi business and make it herself.
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,een to set the right tone from the outset, Sally had her debut cable exhaustively tested before launch to ensure it set new performance standards. The hard work paid off, as the cable’s reputation grew and it gradually found its way into key retailers. The press took notice, too, with rave reviews cementing Chord’s arrival on the serious hi-fi scene.
Since then, the company has gone from strength to strength, developing range after range of cutting-edge, performance-first cables and expanding far beyond that first ‘Chrysalis’ interconnect. 0ver the years, Chord has added everything from speaker and power cables to )D.I, USB, streaming cables, and even guitar leads – all developed under technical director Nigel 'inn.
Nigel, who’s been with Chord since 1990, is himself a hi-fi buff and accomplished musician. No cable is released without undergoing extensive listening tests by Nigel and his music-obsessed team in Chord’s custom-built, state of the art listening room - including blind testing. Chord even invites feedback from customers and retailers before finalising a new cable.
Not surprisingly, this devotion to making music sound better has led to Chord bagging a huge number of awards from the hi-fi press over the years. 'or example, the Carnival Silver Screen picked up the What Hi-fi? Award for Best Speaker Cable an astonishing four years in a row.
Despite many of its cables enkoying long-running success, Chord has never been a brand to stand still. 0n the contrary, its tireless quest for the ultimate sound quality has seen it constantly innovate. Since 1998, for instance, all Chord interconnects have employed high-frequency effective shielding and low-mass, minimal-metal plugs, after extensive Chord research discovered the need to protect cables from the electrical interference modern homes are rife with.
Chord’s latest innovation is Tuned ARA: technology (see panel below). It’s borne of a desire to unlock the full potential of the audio quality delivered by the latest CD players, DACS and streamers.
But what of the future? What does the next 30 years hold for Chord? Ônow Alan <(ibb, Chord .D>, Nigel and I are reaching our 0th year,õ says Sally, Ôwe’re relying on the skills and enthusiasm of the younger members of the team to keep Chord going, adapting and changing to the business climate while maintaining our core values.õ
All of which should sound like music to the ears of the world’s next generation of hi-fi fans.
Chordys next generation of high-end cables uses Tuned ARA= technology and each one is hand-made