David Solomon, Vice President, Sales and Marketing, shares some of the history of Signal Path International as well as why its products are a perfect match for the computer-driven audiophile.
CEDN: Tell our readers a little about Signal Path.
DS: Signal Path was founded four and a half years ago by a small group of partners with combined experience in the audio industry of more than 150 years. Our focus is niche marketing within high-end audio. We started as an importer and distributor of premium European electronics, but when faced with the declining value of the U.S. dollar, we decided to manufacture high-end products of our own. To date, we’ve developed two product lines: Era loudspeakers and Peachtree Audio electronics. Our goal is to bring high performance and great value to style-of-life products, especially in areas overlooked by large-line manufacturers.
CEDN: Did your marketing strategy in the past few years provide you with the overall position you had projected?
DS: Absolutely! Two years ago, much aware of consumers’ rising interest in computer audio and in peripheral products like Sonos, Apple TV and slim devices, we recognized a need for products that would significantly upgrade their audio performance. Boy, we were right! The Decco is a successful result of that marketing strategy. And, with the success of Decco, we’ve seen an increase in Era sales. The products are often bought as a package.
CEDN: How is your company unique?
DS: First and foremost is our dedication to providing high-end audio products at enormous values. We know of no other speaker manufacturer who offers custom designed drivers and curved wood cabinets with the superb fit and finish at Era’s great prices. We know of no other electronics manufacturer who offers an integrated amplifier as elegantly designed as the Peachtree Audio Decco. When our dealers heard we were offering a state-of-the-art 50wpc integrated amp with two internal DACs at $799, they were incredulous. But when they actually heard the product and saw the whole package in an elegant cabinet, they were blown away. The real kicker is when we simply hook the Decco to a computer through the USB input. They flip out!
CEDN: Who are your target end-users?
DS: Peachtree Audio’s target customer is anyone who downloads music and uses a computer as an audio source. Right now that’s more than 150 million people. If only five percent of them decide to upgrade their computer audio system in the next couple years, we’ll see a massive revolution in hifi. Our target customer with Era is everyone! [laughs] Well, for example, it’s the couple who can’t make up their mind what speaker system to buy because *he* wants a B&W Nautilus setup and *she* wants a complete Bose setup with tiny white cubes. Era is a perfect solution for that customer. The market for small, elegant, high-performing products continues to grow.
CEDN: How do you see the next year in terms of economy, sales and product evolution?
DS: We’re in the middle of a tough economy, but during times like this, it always seems the more innovative companies emerge quite well. We know we’ll be one of those companies.
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