The Listeners, Part 4: With Glasgow Audio

It’s no secret that we’re living in challenging times for the retail sector. Rising business rates, a lingering sluggishness to the economy, and cost of living concerns have left many businesses on the high street well and truly feeling the pinch.

But there’s still success stories to be found, if you know where to look. In fact, one such good news story happens to dovetail intriguingly with our Listeners series – where we meet the people whose lives and listening are shaped by Kudos Audio. 

You see, for this edition of the series, we’ve made our way north, to the irrepressibly wonderful city of Glasgow. We’re here to meet Jesse Stuhr, General Manager at Glasgow Audio. In the face of troubling times, Jesse and his team have ensured that business has thrived – with footfall up and listeners fully engaged in Glasgow Audio’s prospects and product lines.  

From their beautifully assembled showroom on Great Western Road, Glasgow Audio have created an enclave of precision listening – a true love letter to the art of music appreciation, and great music reproduction. Their customer base bucks trends for the HiFi industry as a whole – with a young demographic of engaged music fans as enthusiastically represented as the older, traditional HiFi market with deep pockets and years of listening experience. And at a time when more and more of the retail experience – of our lives in general – is moving into an artificial space, Glasgow Audio is compelling music fans of all ages to engage in a more inherently human experience.

It’s an exciting prospect. One we’re keen to understand better. Not least because Jesse, and the whole team at Glasgow Audio, are passionate advocates of all things Kudos Audio. We met with Jesse on a rainy morning in February to find out more about how and why Glasgow Audio continues to set a benchmark for HiFi retailers nationwide, and how and why their deep love of Kudos Audio loudspeakers fits into this broader philosophy. 

Promising Origins

Jesse’s journey into the world of high-fidelity audio is a recognisable one – weaving together his family’s diverse talents. “I grew up with a very musical family,” Jesse recounts. “My gran was a piano teacher, a dance teacher, musician, artist. So from a very young age, we had a passion for music drilled into us – that was going to happen.” This early immersion in music created a foundational appreciation for sound and artistry.

Complementing this artistic influence was a strong technological current from his grandfather. My granddad was a computer scientist with MIT and Strathclyde University,” Jesse explains. “So between them, I had the influences from a very early age. I had one teaching me about music and one teaching me about technology.” This unique combination set the stage for Jesse’s eventual career, where the worlds of music and technology would artfully converge.

His formal entry into the industry began almost accidentally. “I was in my 20s, I was looking for work, and found a Hi-Fi shop. I still didn’t really know that much about the industry on a technical level, but I had a passion for music and technology, so I went in and applied, and they took me on as a Saturday boy.” This initial step proved to be pivotal. “That was 12 years ago. And since then, I’ve worked my way up, upgrading to part-time, and then full-time, and now I am the General Manager for Glasgow Audio.”

As many will be aware, Glasgow Audio operates as part of a larger family of high-fidelity stores. Jesse clarifies the relationship: “Holburn Hi-Fi is the original shop. It’s the same owner; it’s family-owned. They started in 1973 and then they acquired Glasgow Audio, which I think was a Hi-Fi shop at the time, but they came under the Holburn umbrella in 1992. And now Holburn Hi-Fi and Glasgow Audio are sister shops, essentially just two different locations.” While Holborn Hi-Fi is situated in Aberdeen, Glasgow Audio serves its namesake city, maintaining a shared ethos under a common ownership.

Customer-First Energy

Glasgow Audio is more than your average Hi-Fi retailer; it’s a testament to a fresh, customer-centric approach that has garnered national recognition. Jesse proudly shares their recent Retailer Of The Year award news: “That’s the second time we’ve won it, the Scottish Independent Retailer Awards. The second time that we’ve come first for that.”

What sets them apart, according to Jesse, is their dynamic team and philosophy. “We are a relatively young team in this industry,” he notes, acknowledging that this marks a point of difference in the industry as a whole. “I like to think that we shake things up a bit. We’re a bit of a disruptor in that sense.”

The team comprises Jesse himself, installer Alan, and sales colleague Anna. “Anna’s 24 and me and Alan are 35,” he explains. “As far as things go, we are very young in the industry, but we have a very no-nonsense approach…we put our customers’ needs first. We listen a lot, and we tailor our systems based on the customer’s needs.”

It’s an approach that is appreciated by the many music lovers who frequent their store on a regular basis. “We never really push or hard sell stuff,” Jesse emphasises. “We get a lot of good feedback from customers saying it’s just a more relaxed experience. They don’t feel pressured. You can come and talk to us, and we actually listen to you without just trying to push you towards the most expensive thing.” Ultimately, this builds lasting relationships: “We’ll quite frequently get a lot of customers who’ve been shopping around elsewhere who end up becoming very loyal to us because of the advice that they get.”

The store’s commitment extends to its product selection. “Everything that we stock, we stock because we think it’s a good product, it’s good value, it’s good performance. We’re not beholden to a brand or any big manufacturer.” This independent spirit allows Glasgow Audio to champion quality, regardless of brand prestige. “It’s a formula that’s worked really well, and we’ve seen really, really good customer growth and customer loyalty.”

Connecting with New Listeners

In a challenging retail climate, Glasgow Audio has found innovative ways to connect with new generations of music lovers, leveraging an exciting industry trend. “I think a lot of people are discovering a love for quality and music again,” Jesse observes, noting a shift from the recent past. “We’ve had this couple of decades where things were going the opposite way, and people were moving into MP3 players and in-ear headphones and little smart speakers.”

The undeniable force driving this resurgence, particularly among younger demographics, is vinyl. “You can see it in vinyl…massive resurgence, especially for younger kids and teenagers. None of them have anything to play it on, but they’re buying the vinyl. They’re going out there and they’re playing it on the wee Crosley briefcase turntables.” To some of our older readers, this will sound pleasingly familiar – a reminder that, even in times of unprecedented technological change, the habits of young, passionate music lovers remains unchanging.

Glasgow Audio has strategically positioned itself as a leader and an educator for this new audience. “We stock vinyl. We have a large selection of it. We get lots of student traffic coming in to browse the vinyl.” This serves as a natural entry point for conversation. “We just talk. We just start conversations with them: ‘What’s your system like? What are you using to play this back on? Here, come listen to it on one of ours.’ This is something you can aspire to.”

Jesse’s team offers practical advice that resonates with these burgeoning enthusiasts. “Like an entry-level turntable is about £300 for a Rega Planar 1. We tell them, that’s the cost of six or seven vinyls. Maybe think about saving your vinyl money and then come get a proper turntable and start that journey with us.” This approach transforms casual browsers into informed, engaged audiophiles. It’s a simple, but powerful model – one that has stood the test of time for generations. 

Still, digital listening is hugely influential, but neither are mutually exclusive, Jesse argues. “There’s absolutely room for both,” He affirms, referring to the coexistence of physical and digital formats. “I think we’re seeing the younger generations really embracing vinyl and getting into that side of it. And then on the flip side, your older generations, who were brought up with vinyl and that’s what they know, they’re looking for the convenience factor, and they want to dip their toe into streaming.” 

Discovering Kudos: A Partnership Built on Passion

The introduction of Kudos Audio loudspeakers to Glasgow Audio’s carefully curated product roster was a significant moment, driven by a shared belief in exceptional quality. “Kudos was introduced to me by the owner of the business, who said, ‘This is a speaker we should explore. This has got some real pedigree within the industry.'” Jesse immediately recognised the raw talent behind the brand: “The designer, mad genius that he is, clearly knows his stuff.”

This initial assessment quickly led to conviction. “We got to listen to things and decided that 100% this is a product that we wanted to be involved with.” The timing was also opportune. “At the time, there weren’t that many retailers for Kudos, however. So it was a unique opportunity to get behind this brand and support something that we really, really liked.”

Kudos’ philosophy aligned perfectly with Glasgow Audio’s own independent spirit. “It resonated with our message as a company…that we were not beholden to big brands; we will jump on board with slightly smaller brands if we think this is something special that we need to share.” 

This willingness to champion more artisan, high-quality manufacturers is a hallmark of Glasgow Audio’s approach. “Kudos just became that for us, and it just very nicely slotted into our two shops and it became an instant hit with all the staff. It’s a clear favorite.”

Jesse holds the Kudos Audio Titan range in incredibly high regard. “We love the full range. It’s probably one of the loudspeaker best ranges we’ve heard at that level for the price.” His personal experience with the Titans further solidifies his appreciation. “I was living under the impression that nothing was going to beat the Titan 808 for me. And then Derek came out with the SIGAO Drive and just blew my mind as to how much better they could actually get.” More on that in a moment.

The Kudos Difference

So what makes Kudos Audio stand out amidst Glasgow Audio’s product lines? Jesse points to a blend of unconventional design philosophy and cutting-edge technology. “From design, Derek’s philosophy towards building these is very different to major manufacturers,” he explains. “He leads by listening to music. That’s where he dials these things in. He tunes them based on his own ears, his own listening. It’s not all graphs; it’s not all measurements.” This empirical approach, guided by a once-in-a-generation ear, is a rare and valuable commodity. “He’s got really, really good ears for doing this, and that’s an interesting thing. It’s incredibly rare to get that kind of talent.”

Beyond the subjective tuning, Jesse admires how Kudos Audio loudspeakers incorporate seriously innovative engineering. “Some of the technology that goes into the speakers is very interesting; isobaric loading on the drive units, segmented cabinets on the Titan 808, things like that,” Jesse details. “There’s lots of really cool tech that’s going into these decisions in the design. They’re just quite unique in what they’ve achieved.”

Another significant advantage is their upgradeability. “Being able to wire them actively as opposed to passively is always a bonus and a game-changer for people who want to pursue that. So it’s nice to have the upgrade path as well. For a lot of brands, you buy a speaker and that’s it, that’s what you’re stuck with. But Kudos has got this incredible upgrade path.” 

Universal Appeal for Discerning Listeners

While Kudos Audio remains a precision product, Jesse believes they possess a broad appeal within their target segment. “I think Kudos is fairly universal,” he states. “Obviously, there’s a cost of entry; it’s a premium product, it’s high-end. So it’s got to match up with a person’s expectations of budget and what they’re spending on the full system.”

For customers operating within this high-end territory, Kudos offers remarkable versatility. “I’ve paired Kudos speakers with lots of different electronics for lots of different reasons, because different pairings produce slightly different sounds. But it’s a very flexible operator. It can work well in a variety of different rooms.”

The range itself caters to various needs. “They’ve got various models in different sizes.” Jesse concludes that while there isn’t a singular “catch-all customer,” the common thread is a deep love for music. “Generally, you’re going to love music. You’re going to love listening to your music on Kudos speakers, and you’ll need to be in that sort of high-end bracket. It’s not an entry-level speaker, but if you’re in the high-end market, there’s not much bettering Kudos.”

SIGAO – Changing the Game

The introduction of SIGAO Drive marked a profound leap in performance, even for an already stellar product line. Jesse vividly recalls his initial experience: “I had extensive listening experience to the full Titan range before SIGAO Drive and loved it. The Titan 808 is right up there as one of my favourite speakers ever designed. And then the SIGAO Drive launched, and the difference that it made was just unreal.”

This wasn’t a subtle improvement; it was transformative. “I did not expect that amount of performance increase on an already really good speaker, because usually you start to get into that level of diminishing returns where you’re paying a lot of money for very, very incremental increases in quality.” SIGAO Drive defied this trend. “SIGAO Drive flipped that scale on its head and took an already good product and elevated it to astronomical heights for me.”

An event held shortly after its launch solidified this impression. “We did an event with the Sigao Drive just after its launch where we had the Titan 808 hooked up with the Sigao Drive and six Naim mono-blocks all driving it – something like £150k of electronics – and the system sounded unreal. We had manufacturers from Naim, from Atlas, from all the kinds of co-manufacturers who were part of that event, and they listened to a system where they’d never heard anything like it.”

The customer response was overwhelmingly positive. “Customers were just blown away. Unrivaled noise floor, just a vanishing scale of music is what you’re left with. None of the constraints and none of the technical aspects that would usually hold a system back. It just flew. The feedback we got was just resounding.” Jesse’s enthusiasm is palpable: “I have sorely missed having that whole system wired up in the shop ever since we’ve had it. I think our plan is now to do another repeat of that event this spring. “

The Sigao Drive: A Gateway to Deeper Upgrades

While the Sigao Drive represents a significant investment, it also opens up exciting upgrade possibilities for customers and dealers alike. Jesse explains the unique position of the product: “SIGAO Drive by itself needs external amplifiers. It just sits in between. So if somebody is going to go down that road to build the full Kudos active system using SIGAO, they’re likely moving from just a two-channel amplifier or two mono-blocks, and they’re going to need to go up from there as well.”

This means SIGAO Drive often acts as a catalyst for a broader system enhancement. “You’re introducing SIGAO as the upgrade component, but also that’s going to combine with probably new amplification and new cables.”

However, Jesse stresses that this isn’t merely about incremental financial gains; it’s about a profound experiential impact. “One that is, I would say, more psychologically impactful, because it’s not just those little tiny performance increases you’re getting. Usually, when you’re at that level, you know, you pay a lot of money and you get 2-3% incremental performance increase. This will radically shake up the performance of your Kudos system. It’s a huge performance net gain for the customer.”

The Glasgow Audio Recommendation: Listen, Live, Love

When a customer is contemplating an investment in Kudos Audio loudspeakers, Jesse’s advice is simple, yet profound: trust your ears and your living space. “My rules here are pretty simple. Start by coming into the shop and listening to things. Use your ears.” The demonstration room is the first crucial step. “Listen to the speakers you want to hear in our demo room with the electronics you want to listen to.”

However, Jesse understands that a showroom environment, no matter how well-appointed, is only part of the equation. “If you’re not quite sure what’s next, the best bet is for us to bring the speakers out to you. Your room makes a huge amount of difference.” This in-home trial is key. “Let’s get a pair out, put them in place, get them properly installed and dialed in, and just let them exist there for a week or so and see how you get on with them.”

The ultimate test is emotional connection. “If you can live with the speakers for a week and you’re enjoying them, and every day you sit in front of them they put a smile on your face, that’s a pretty good indicator that they’re the right fit for you.” This pragmatic, experience-driven approach is fundamental to Glasgow Audio’s customer service. “Best bet is, honestly, use the shop and the resources we have here to narrow down the selection and then get a demo pair,  stick them in the room that you’re going to be living with them, and see how you get on.”

The positive impact of Kudos on their clientele is undeniable. “The reception we’ve had with Kudos is over the moon. We’ve got many happy system owners, all on Titan level now, who absolutely adore and swear by their speakers. It’s been a success story, I’d say.”

A Future for Human Connection in Hi-Fi

Glasgow Audio’s success in a challenging retail landscape is a testament to their unwavering commitment to the customer, their passion for music, and their discerning selection of products like Kudos Audio loudspeakers. Jesse Stuhr and his team prove that the future of Hi-Fi retail lies not just in cutting-edge technology, but in fostering genuine human connection, education, and an unparalleled listening experience. They are not just selling equipment; they are cultivating a love for music that resonates deeply with every listener who walks through their door.

Our warm thanks to Jesse Stuhr and Glasgow Audio for contributing to this piece. Article and interview by Lee Broderick.