What ICE Cable Systems does

ICE Cable Systems, legally Force Industria, LLC, is a U.S. specialty manufacturer of low-voltage wire and cable products founded in 2004 by Brian Rizzo in Austin, Texas. The company designs and sources its product line through direct relationships with Chinese manufacturing partners (since 2006), retaining control over proprietary installation technologies such as the Big Mouth Payout (BMP) box with a 4-inch payout hole, REELEX II figure-eight coil winding, Wet Slick jacket compounds, EZ Strip tissue, ascending/descending footmarkers, GRIP Lock HDMI connectors (12–15 lb pull-force), and Ferrule-Less Connectors. Its portfolio spans data/category cable (Cat5e through Cat8), speaker cable (12–16 AWG with oxygen-free copper variants), coaxial, alarm and security, LED and control, direct burial, plenum, structured/siamese, fiber, shielded, HDMI interconnects, patch cables, wall plates, and termination tools, supported by full UL, ETL, CSA, CE, RoHS, and HDBaseT certifications across NEC flame/smoke ratings.

ICE monetizes primarily through one-time hardware sales of bulk cable and pre-terminated interconnects to professional installers, with pricing set at dealer sign-up and positioned as below-market for premium full-spec products versus generic "brown box" competitors. The go-to-market combines a dealer network of 80+ distributors across 20+ countries for international coverage, direct sales to U.S. integrators (with credit terms: Prepaid, Plus Net 30, Max Net 60), and an e-commerce storefront backed by an in-house Inside Sales team. Three U.S. warehouses (Austin, Las Vegas, Reading) enable 1–2 day delivery across North America. Customer segments include Residential AV (primary), Commercial AV, Alarm and Security, Electrical Contracting, and Data Centers, with sub-brand PRIMAL targeting entry-level price-sensitive SKUs and partner-brand distribution (Cleerline, Platinum Tools, Simply45, Holland, ABA, Direct Connect, Arlington, Wealleys) extending the storefront into a one-stop shop for low-voltage integrators.

The company is privately held and founder-controlled, with no institutional funding rounds, acquisitions, or public listing disclosed. It holds registered patents/trademarks around BMP, REELEX (licensed), and GRIP Lock, maintains technology partnerships with REELEX Technologies and Valens Semiconductor, and continues to refresh its flagship HDMI line (Clear Series 2 in 2013, Clear HDMI S3 48g in 2024) while expanding into AV-over-LAN via HDBaseT certification. Headcount is in the 11–50 range across headquarters and warehouse locations.

Name

ICE Cable Systems

Legal name

Force Industria, LLC

Website

https://icecable.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

ICE Cable Systems is a U.S. specialty manufacturer and distributor of low-voltage wire, cable, HDMI interconnects, and connectivity accessories serving professional AV, alarm/security, electrical contracting, and data-center installers through 80+ distributors across 20+ countries.

Ownership category

akta.pro rank

Product category

Low-Voltage Wire and Cable

NAICS

Communication and Energy Wire and Cable Manufacturing (33592), Wiring Device Manufacturing (33593)

SIC

Computer Communications Equipment (3576), Electronic Connectors (3678)

akta.pro primary industry

Cable Assemblies & Patch Cords (Copper/Fiber) (HDAFALAF)

Keywords

• Low-voltage cable
• Bulk wire distribution
• Structured cabling products
• Professional AV cable
• Fiber optic cabling

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Bulk Cable Sales: Primary revenue from selling bulk wire and cable products including data/category cable, speaker cable, alarm wire, LED lighting, coax, structured cable, plenum cable, fiber, and direct burial cables. Sold primarily through dealer network and direct online purchasing.
2. HDMI and Patch Cable Sales: Pre-terminated HDMI cables and patch cables sold at various lengths with proprietary features like GRIP Lock and compact head design.
3. Connectors and Accessories: Compression connectors, wall plates, tools and other accessories sold alongside cable products for complete installation solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

ICE Cable Systems manufactures premium low-voltage wire and cable products, including bulk data/category, speaker, coaxial, alarm, fiber, plenum, and direct burial cables, as well as pre-terminated HDMI interconnects and compression connectors. Products are differentiated through proprietary installation innovations (BMP box, REELEX II winding, Wet Slick jackets, GRIP Lock HDMI connectors, Ferrule-Less Connectors) and full compliance with UL, ETL, RoHS, and HDBaseT safety and performance standards. The company sells its own ICE Cable and PRIMAL brands alongside distributed partner brands (Cleerline, Platinum Tools, Simply45, Holland, ABA, Arlington, Direct Connect, Wealleys).

Product overview

ICE Cable Systems is a premium low-voltage wire and cable manufacturer founded in 2004, specializing in three main product categories: Bulk Cable (Data/Category, Speaker, Coaxial, Alarm, LED, Control, Direct Burial, Fiber, Shielded, Plenum, and Structured cables), HDMI Cables (Clear Series 2 and 3 with GRIP Lock technology), and Compression Connectors. The company differentiates through proprietary technologies including the Big Mouth Payout (BMP) box with REELEX II winding technology, cable innovations (Wet Slick Jackets, EZ Strip Tissue, iLabel, footmarkers), and connector technology (Ferrule-Less Connectors). Their portfolio includes their own ICE Cable brand and sub-brand PRIMAL (entry-level), plus partner brands Cleerline (fiber), Platinum Tools, Simply45, Holland, ABA, Direct Connect, Arlington, and Wealleys. Products are distributed through 80+ distributors across 20+ countries with warehouses in Los Angeles, Austin, and Philadelphia.

Differentiator

Problem solved

Functional benefit

Brands

• PRIMAL: Entry-level bulk wire line launched January 2016. The lowest-priced category and speaker cable on the residential market that still meets UL, ETL, and NEC safety standards. Uses REELEX packaging and flame-tested jackets with full copper wire.

Products and services

• Data/Category Cable High-performance Ethernet cables including Cat 5e, Cat 6, Cat 6A, Cat 7, and Cat 8 for data networking. Manufactured to full specification with proper copper conductor sizing, available in shielded and unshielded variants.
• Speaker Cable Audio speaker cables in 12, 14, and 16 AWG gauges for residential and commercial audio installations. FX Series features Oxygen Free Copper (OFC) for premium sound quality, with direct burial ratings on select models.
• Coaxial Cable RG-6 and RG-59 coaxial cables for video distribution. Includes quad shield and dual shield variants in bare copper (BC) and copper-clad steel (CCS) constructions, sweep tested to 3.0GHz.
• HDMI Cables (Clear Series) Pre-terminated HDMI interconnect cables including Clear Series 2 (18g, supporting 4K) and Clear Series 3 (48g Ultra High Speed supporting 8K, eARC, HDMI 2.1). Features GRIP Lock connector technology with 12-15 lbs pull-force and compact head design.
• Fiber Optic Cable Fiber optic cables and connectivity solutions distributed through Cleerline brand partnership. Includes OM3 riser and plenum variants, simplex and duplex constructions, and fiber termination kits.
• Alarm and Security Cable Low-voltage alarm and security system cables including 22-2 and 24-4 configurations in solid and stranded variants. Available in BMP box packaging with ascending/descending foot-markers.
• LED Lighting Cable Cables designed for LED lighting installations and control systems including Lutron and automation applications.
• Direct Burial Cable Outdoor-rated cables designed for direct earth burial without conduit. Includes Cat 6A Direct Burial with shield featuring UV rating and dual jackets, plus direct burial speaker cables in 12, 14, and 16 gauge.
• Plenum Cable Cables rated for installation in plenum spaces (air handling ducts). Includes plenum-rated variants of Cat 6A, coaxial, and fiber cables meeting CMP requirements.
• Structured/Siamese Cable Combined power and data cables (siamese construction) for simplified installations. RG-6 quad shield with 18-2 power conductors in Siamese configuration.
• Patch Cables Pre-terminated patch cables and connectors for completing installations in various lengths and configurations.
• Shielded Cable F/UTP and S/FTP shielded cables with aluminum foil and/or braid shielding for improved noise immunity. Includes Cat 6A Shielded, Cat 7, and Cat 8 with shielded pairs.
• Wall Plates and Accessories Wall plates, keystone modules, and connectivity accessories. Includes Single Gang Keystone Wall Plates in 1-6 port configurations from Direct Connect brand.
• Tools and Connectors Termination tools, compression connectors, and installation accessories. Carries Platinum Tools, Simply45, Holland, and ABA brand connectors including RJ-45 Cat 5e/6/6A/7/8, F-connectors, BNC, and RCA.
• PRIMAL Bulk Cable Line Entry-level bulk wire sub-brand targeting price-sensitive SKUs including Cat 5, Cat 6, and 16/14-gauge speaker cables. Complies with UL, ETL and NEC safety standards while offering REELEX packaging technology at entry-level price points.

Quantifiable outcome

• 15% reduction in average pull-time per job according to ICE estimates
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Valens SemiconductorcoreTechnology or Integration · 7 April 2014Valens Semiconductor is the company behind HDBaseT technology that conducts independent testing and certification of cables for HDBaseT compliance. ICE submits 100-meter samples of category cables for rigorous testing on Valens' 'gold certified' equipment.
• REELEX TechnologiescoreTechnology or IntegrationREELEX is a licensed technology partner providing patented winding technology for ICE's Big Mouth Payout boxes. REELEX II coils enable tangle-free pulls essential to ICE's product differentiation. ICE has invested in the latest REELEX coiling machinery customized for their products.
• 80+ International DistributorscoreChannel Partner/ Reseller/ DistributorICE Cable Systems maintains relationships with more than 80 distributors in North America and internationally (20+ countries) to distribute their cable products. These distributors enable same/next day delivery from local inventory.
• CleerlineminorChannel Partner/ Reseller/ DistributorFiber optic cable brand sold through ICE Cable Systems distribution channel.
• ArlingtonminorChannel Partner/ Reseller/ DistributorBrand of cable accessories and connectivity products distributed through ICE.
• Platinum ToolsminorChannel Partner/ Reseller/ DistributorConnector and termination tool brand sold through ICE distribution.
• Simply45minorChannel Partner/ Reseller/ DistributorRJ-45 connector and wall plate brand sold through ICE distribution.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Belden: Major manufacturer of signal-transmission cable including category, coax, fiber, and AV cable for enterprise, broadcast, and industrial markets. Much larger incumbent competitor serving overlapping customer segments with a broader product portfolio.
• Southwire: One of North America's largest wire and cable manufacturers, with residential, commercial, and industrial product lines including low-voltage category and AV cable. Larger incumbent with broader portfolio and direct overlap in some ICE SKUs.
• Prysmian Group: Global cable manufacturer with a significant North American low-voltage and specialty cable business (acquired General Cable). Overlaps with ICE in commercial and residential low-voltage cable, but at vastly greater scale and breadth.
• CommScope: Global manufacturer of network infrastructure including copper and fiber cabling for data centers, enterprise, and residential. Direct overlap with ICE's category-cable and HDBaseT product lines at much greater scale.

Emerging players

• Monoprice: Direct-to-consumer cable and AV products brand, including HDMI, category, speaker, and fiber. Comparable to ICE on category/HDMI cable SKUs but competes on price-led model rather than installer-channel features.
• AudioQuest: Premium manufacturer of audio, video, and HDMI cables targeting the custom install channel. Comparable to ICE's premium HDMI and Clear Series positioning, with overlap in residential AV integrators but a narrower category focus.

Direct peers

• Windy City Wire: Manufacturer and distributor of low-voltage wire and cable for security, fire alarm, AV, and datacom markets. Direct competitor to ICE in the same integrator/dealer channel with similar bulk-cable, structured-cable, and alarm-wire product lines.
• Liberty AV Solutions: Distributor of AV and low-voltage cable and connectivity products, including category, speaker, HDMI, and fiber. Comparable channel-focused model serving AV integrators with branded and private-label products.
• West Penn Wire: Manufacturer of low-voltage cable including category, coax, audio, fire alarm, and fiber. Comparable to ICE in targeting AV/security/datacom integrators with plenum and riser-rated cable assemblies.
• Paige Electric: Manufacturer and distributor of low-voltage cable for security, AV, datacom, and lighting markets. Comparable customer base of security and AV integrators with overlapping category, alarm, and control cable products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/icecablesystems
• Facebookfacebook.com/ICECableSystems
• LinkedInlinkedin.com/company/ice-cable

Compliance18 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ICE Cable Systems