Primare continued to produce leading-edge audio products based on the design concepts originally embodied in the 300 series, always gracing any living space with extraordinary industrial design and breathtaking sound. In 1993 Primare formed an association with another Swedish audio company Xena, known for the popular Scandinavian brands Copland and QLN. This partnership fused the design and business talents of Mr. Nielsen and Xena's Lars Pedersen, setting a new course for Primare. The partnership has proven both dynamic and resilient, resulting in substantial growth throughout the 1990's and to the present.

During the late 1990's world-renowned audio engineer Michael Bladelius, formally of Pass Labs and Threshold, among others, joined the team to focus the engineering direction towards advancing the art of audio and video equipment designs, both in the digital and analog domains. Bladelius’s mastery of advanced analog, digital, and software design combined his sharp instinct for what is important in terms of functionally and features, makes the current product offering from Primare some of the best audio/video product available in the world.