Introduced in 1964, the Shure M100L Portative Stereo System consisted of a DUAL model 1009 automatic turntable, a Shure V15 phonograph cartridge, a solid-state [transistorized] preamp/power amplifier, and two “total range loudspeakers.” Controls were Volume, Balance, Treble, Bass, Input Selector for Phono/Tuner/Microphone, and Stereo/Monaural switch. The M100L did not contain an AM/FM tuner, only an input for an external one. The microphone input [an RCA phono jack] was an unusual feature, perhaps meant to encourage the sale of a Shure mic.
The M100L started out as a Mini Cooper and ended up as an Audi SUV. Retired Shure associate Sandy Schroeder conveyed this story to your author. Sandy took part in the M100L project as a work/study co-op student.
Circa 1962, KLH, a manufacturer of hi-fi products, introduced a portable stereo system enclosed in a carrying case – the Model KHL 11. The retail price was $200; $2,200 in 2026 currency. Shure saw this concept as a growing market and decided to compete with an improved version of the KHL 11. But how much improvement was necessary?
Shure Engineering purchased KLH 11 systems for competitive evaluation and found numerous shortcomings. As phonograph cartridges were our primary business in the 1960s, Engineering first evaluated the KLH cartridge, found it lacking, and decided the M100L required a far better cartridge. Our top-of-the line V15 cartridge was selected. It sounded superb and was the darling of hi-fi critics worldwide. However, its retail price of $62 was 31% of the total KLH 11 price. No worries…other places will be found where costs can be lowered.
For peak performance, the V15 required a better tonearm and better turntable, so the OEM turntable used by KLH would not suffice. DUAL, a German manufacturer of quality turntables, had a suitable OEM version of its 1009 model. It was selected for the M100L. More expensive than the KLH turntable? Oh yes.
Each of the two KLH loudspeakers contained a single 5” driver. The resultant sound lacked bass and definition. To reproduce the superb audio provided by the V15 cartridge, Engineering decided to use an 8” driver and a tweeter in each loudspeaker enclosure to emulate the popular AR-3 [Acoustic Research] loudspeaker. Sandy Schroeder worked on this aspect of the M100L project. What’s a few more dollars here and there?
But now the M100L power amp circuit was inadequate to drive the improved loudspeakers, so it had to be redesigned to provide twelve watts of power per channel. More costs were incurred.
After all the improvements, did our M100L outperform the KLH 11? Without a doubt. However, the two-piece M100L weighed in at a hefty 55 pounds/25kg! Pre-introduction prototypes were deemed too heavy to be “portable,” so Marketing decided to use the equivocal adjective “portative.”
What about the retail price? To make an acceptable profit, we priced the M100L at $389 retail – nearly twice the price of the KLH 11. We then introduced the companion M100W with walnut cabinetry at $450 despite that the $389 M100L version was not selling because it was too expensive compared to the KLH 11.
Turntable platter not installed
To attract high-end buyers, our M100W sales brochure boasted, Because of the detailed craftsmanship, large amount of hand labor, and rigid quality control and inspection techniques involved, the number of M100W systems manufactured will be few. They will be available only through a select group of the most experienced high-fidelity consultants and dealers. We cannot promise immediate delivery. For perfectionism cannot be mass produced.
Were the M100L and M100W successful? Alas, they were not, yet they sounded superb for a portative hi-fi system. And we must not forget that Mr. Shure insisted every product branded with his family name be of the highest quality.
Related information: M100 Technical Literature
M100L Review on magazine Page 54
M100 Advertisement on magazine Page 25
Arcana – mysterious or specialized knowledge
For the M100W, the “W” indicated Walnut wood cabinetry. For the M100L, the “L” indicated Luggage. Shure purchased the dark gray carrying cases from Samsonite. Samsonite Luggage
***
Shure placed M100W ads in magazines that targeted buyers of luxury goods.
