History of No-Nonsense

Why choose SUPRA?

There are many cable manufacturers out there today and how to determine which cable is the best can be difficult. We at SUPRA know how difficult this is. We too choose various products, car, household machinery and so forth so we know how deceptive outer appearance may be.

You have already noted the SUPRA cables quite distinctive exterior, SUPRA Ice Blue. This is a conscious choice, offering a distinctive brand image, very typical Scandinavian Swedish and guides your awareness from the clean, sensible appearance to the astonishing performance that awaits beneath. 
We wish that our customers enjoy a sensational feeling that comes from knowing the true nature of performance under the surface, with a resemblance of the clean and calm Nordic water and ice.
We guarantee our cable performance to meet and exceed the requirement for transmission without signal degradation within the limitations we specify. Always!
We continue to be in the forefront, thanks to domestic R&D, advanced testing and production.

Our cables meet the toughest requirements from the latest standards and regulations and we even push the envelope with our creative innovations. Our custom-designed production plant and thorough testing, ensures Top notch products today and tomorrow from Ljungskile, Sweden.

Our History

How it all started

Prior to 1976, speaker cables were just cables, often plain electrical cords similar to house-hold lighting flex, up to 2.5mm at most. Then came Supra...

It started with Supra Classic 2.5mm, a huge step up which shook the Hi-fi world and from there-on, many followed our inventive ideas. Supra has won an impressive number of awards all over the world often in comparison with more expensive competitors.

After our trend setting introduction in 1976 and our serious approach to Hi-Fi interconnects, Supra has contributed with numerous products e.g. LoRad, Sword, and Ply, to the latest Cat8, USB and ground breaking Quadrax. And, still there are new products just awaiting to be launched.

The Supra concept, or perhaps more correctly, the Supra philosophy is best described as plain and simple No-Nonsense-Design.
All products should be manufactured from parts meeting the highest audible and measureable quality standards.

• The products should be innovative and derived from established science principles.
• We manufacture in our own dedicated production facilities, constantly monitored by our    certified quality staff, here in Ljungskile, in Sweden!

The Tommy Jenving Legacy

In 1976, we launched our equivalent to today’s speaker cable Classic 2 x 2.5 mm2 and we shook the market foundation! After this, at the time groundbreaking, approach to incorporate cables as an equally important part of any hifi system, numerous cable brands now act on the market. But remember, Supra Cables was the original! The adjustable spanner, the propeller, the safety pin and Dynamite have also come from Sweden, so perhaps it is not so surprising we also make a contribution also in this field.

Tommy Jenving 1945-2011
Tommy Jenving, founder and CEO of Supra Cables, passed away on November 10th 2011.

Since SUPRA 2.5 was introduced, other original ideas have come from SUPRA. The nylon screen, the Swift connector, the stretch-proof multicore cable and the Ply conductor concept, the Assurance of Cable Directionality, The Sword, The Cat 8 network cable are all examples of our forward thinking technology.
Tommy was an innovator, inventor, and entrepreneur with a big heart and a sharp mind. He was not only a popular businessman with a high profile in the Hi-Fi/Hi End industry, but also a good husband, father and friend. Tommy always enjoyed making his own designs and figuring out technical problems and solutions. Many great ideas and innovations over the years have come from him. It was Tommy who set the outline of No-Nonsense Concept.

Tommy founded SUPRA Cables that has been in production as high quality cables for now 40 years, effectively kicking off the global cable revolution in 1976. In competition with many far more expensive products and brands, SUPRA products have won an impressive number of awards around the world.

The Hi-Fi press often speak about SUPRA products in terms of "value-for-money" High-End products. Before his first product, SUPRA Classic 2.5 Speaker Cable, there were no dedicated 'speaker' cables, just cables. Since Supra Classic 2.5 was introduced, there have been many developments from SUPRA including; Nylon screen, Supra Banana, Supra Fork, Supra Swift XLR, Supra Ply, Supra EFF-I, Supra LoRad, proof of the directionality of cables, Supra Sword, a world record length of Supra HDMI cables, angled HDMI connectors, Supra HDMI extenders and much, much more. Tommy's most recent designs include Supra CAT 8 network cable, Supra Quadrax speaker cables, and Supra USB cables - are all in the industry vanguard.

Tommy had with his expertise and commitment made his SUPRA Cables famous and he won many awards worldwide. In Sweden, Tommy received the award of "The Entrepreneur of the Year 2003". Then he received the "Arken Award 2008 for Lifetime Achievement" for his outstanding involvement in the Swedish Hi-Fi & Hi End industry for the past 30 years. And in 2009 Tommy was selected as "Sweden's Greatest Hi-Fi Personality" for his invaluable efforts in promoting Hi-Fi & Music. Tommy Jenving was the "father" of loudspeaker cables, a genius, a great inventor and innovator, a legend, and a giant in the Hi-fi & High-End industry. Tommy Jenving will forever be remembered throughout the world, and he will always live in our heart and minds.

Jenving Technology AB, SUPRA Cables and his business will continue in Tommy's spirit. We know Tommy wished his life's work to continue and to be developed further. We will ever strive to make him proud.
The Supra Cables Team
Ljungskile, Sweden

 

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