Why did you decide to build your business around naim products?

I was always a dedicated Naim user and wanted to get involved professionally with the brand. When it came to putting a business plan together I distilled down the key ways in which I would want to be treated as a Naim customer and developed these concepts to find a unique proposition to go to the market with. I wanted to distance myself from the standard idea of the 'hi fi shop' and felt that Naim deserved to be presented in a far more specialist way. Like any new concept it was a risk but I decided to uniquely specialise in Naim products and provide a truly in-depth resource to meet the needs of any new or existing Naim customer on every level, whilst reinforcing those key values that have made Naim unique.

Much like buying a luxury car I feel the buying experience with Naim should match the exclusive nature of the product and you're not going to find that on the high street on a busy Saturday afternoon. Of equal importance in my decision to focus on Naim is the broad scope and depth of their product range, encompassing at it does end to end music and video systems from entry level right through to true state of the art.

Now with NaimNet, they have also devloped a world class custom installation solution for distributed sound and vision completing the most comprehensive product range of any UK manfacturer. I'm glad to say the plan paid off and Tom Tom Audio has become synonymous with Naim Audio.

Profile a typical Naim buyer

My clients are discerning individuals who appreciate the finer things in life. They are prepared to think outside the box and do not slavishly follow the most obviously fashionable brands, but instead are looking for real substance. Decisions to invest in systems at this level are not made on a whim and my clients are looking for satisfaction on every level. With Naim you're not just purchasing a collection of black boxes, you are buying into a whole ethos and no matter on which level you start there is an ordered upgrade path that can take you all the way to the top of the line Reference 500 Series products which truly define 'world class'. The incredible residual value of Naim kit is absolutely unique in the world of high end audio protecting your investment at every stage and my clients are thus buying into the brand on both emotional and very logical levels.