Avad
- Company typePrivate
- Founded2005
- HeadquartersSherman Oaks, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Avad does
Avad, operating commercially as WAVE Electronics, is a North American wholesale distributor of AV, security, and automation solutions founded in 2005 and headquartered in Sherman Oaks, California. The company serves professional AV installers, security system dealers, and smart home integrators through a B2B e-commerce platform (wave-electronics.com) that requires dealer account authentication and supports tax-exempt certification, account-based tiered pricing, shopping lists, billing and payments, and order history. Its catalog spans video (televisions, projectors, video distribution), audio (residential and commercial speakers, AV receivers, amplifiers, processors), security and surveillance (intrusion panels, sensors, cameras, NVR/DVR), smart home (locks, thermostats, hubs, doorbells), control and lighting (remotes, keypads, dimmers, switches), networking and power, racks and mounts, cables and connectors, and structured wiring. Beyond third-party brands, Avad owns and distributes the MSTR Brand house-brand ecosystem, with sub-lines including Elura (architectural audio), Illumivue (NDAA/FCC-approved IP surveillance), and supporting categories (LINK, BRKT, POWR, Pro Connect, RACK, SCRN).
The business model is wholesale hardware distribution: revenue is generated through product margins on bulk purchases by authorized dealers and professional installers, with account-gated pricing (no public pricing). Go-to-market is channel-partner led: dealers are recruited through a formal 'Become a partner' application and verification process, supported by a multi-location US distribution footprint (referenced via a 'Find a location' page), a rewards/loyalty program (Earn Rewards), promotional campaigns, and the WAVE-U Learning Center for training and certifications. Marketing channels include the e-commerce storefront, email/newsletter, organic social (YouTube, Vimeo, Instagram, LinkedIn), and in-person trainings and events. The company maintains flagship distribution relationships with Sonos, Samsung, and Google Nest, and core partnerships with 2GIG, Qolsys, Lutron, Ring, Yamaha, Sonance, DSC Security, and others, alongside broader secondary lines (Victrola, Versa, Procell, Arlington, Deako, Linear).
Operationally, the firm is privately held, has 501–1,000 employees, and shows no disclosed parent company, institutional investors, or M&A activity in the source data, although the firmographic short description references it as an 'Ingram Micro Company' — a data point that conflicts with other fields indicating no parent and warrants verification. No revenue, funding, or headcount-trend data is disclosed, limiting precision on scale and growth direction.
Avad firmographics
Firmographics- Name
- Avad
- Website
- https://avad.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Avad industry classification
Industry- Product category
- Wholesale AV Distribution
- NAICS
- Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (423620)
- SIC
- Wholesale-Electrical Appliances, Tv & Radio Sets (5064), Wholesale-Electronic Parts & Equipment, Nec (5065)
- akta.pro primary industry
- Wearables & Personal Electronics Distribution (CRAOACAI)
Keywords
Where Avad is headquartered
LocationHeadquarters
- HQ city
- Sherman Oaks
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Avad business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Product Distribution: Wholesale distribution of AV, security, and home automation products to authorized dealers and professional installers. Revenue generated through product margins on bulk purchases by channel partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dealer account pricing (account-based) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Avad product offering
Product offeringCore offering
Avad (operating as WAVE Electronics) is a wholesale distributor of AV, security, and home automation products serving authorized dealers and professional installers across North America. The company distributes third-party brands including Sonos, Samsung, Google Nest, Ring, Lutron, 2GIG, Qolsys, and Yamaha, while also offering its proprietary MSTR Brand house brand ecosystem (Elura audio, Illumivue surveillance, LINK, BRKT, POWR, Pro Connect, RACK, SCRN). Products are sold exclusively through a B2B e-commerce platform requiring dealer authentication, with tiered wholesale pricing and tax-exempt options for qualified certified dealers.
Product overview
Avad (operating as WAVE Electronics) is a wholesale distributor of AV, Security, and Automation Solutions. The company operates as a single unified distribution platform rather than a software product company, offering an extensive portfolio of third-party branded products across video, audio, security, smart home, control/lighting, networking, power, mounts/racks, cables, and structured wiring categories. The company also offers its own MSTR Brand house brand ecosystem which includes Elura (audio/AV), Illumivue (surveillance), LINK, BRKT (mounts), POWR (power), Pro Connect (connectivity), RACK, and SCRN sub-brands. Their distribution model provides products to dealers and installers through a B2B e-commerce platform with account management, billing, and logistics services.
Differentiator
Problem solved
Functional benefit
Brands
- MSTR Brand: Proprietary brand ecosystem including Elura, Illumivue, LINK, BRKT, POWR, Pro Connect, RACK, and SCRN product lines
Products and services
- MSTR Brand
Companies that use Avad
Customer profileSegments3 records
Ideal customer profiles3 records
Avad technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Avad partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, flagship and minor.
- MSTR Brand Ecosystem (Elura, Illumivue, LINK, BRKT, POWR, Pro Connect, RACK, SCRN)coreProprietary house brand ecosystem developed and owned by WAVE Electronics. Includes Elura (audio/AV equipment), Illumivue (surveillance systems), LINK, BRKT (mounting solutions), POWR (power management), Pro Connect (connectivity), RACK (enclosures), and SCRN (screens).
- SonosflagshipFeatured brand partner. WAVE distributes Sonos audio products including speakers, soundbars, and smart home audio solutions.
- SamsungflagshipFeatured brand partner. WAVE distributes Samsung televisions including The Frame and Neo QLED models.
- Google NestcoreFeatured brand partner. WAVE distributes Google Nest smart home products including cameras and home automation devices.
- 2GIGcoreFeatured brand partner specializing in security panels, smart home security control panels, and sensors. Multiple promotional campaigns and exclusive product releases through WAVE.
- QolsyscoreFeatured brand partner for security sensors and smart home devices. Products include door/window contacts, glassbreak detectors, motion sensors, and flood/heat detectors.
- LutroncoreFeatured brand partner for lighting control and automation solutions.
- RingcoreFeatured brand partner. WAVE distributes Ring security cameras, doorbells, and Alarm Pro security kits.
- YamahacoreFeatured brand partner for AV receivers and home audio equipment.
- SonancecorePremium architectural audio brand. WAVE distributes Sonance speakers including the Elura Blue Label premium in-ceiling speakers (a Sonance product line).
- VictrolaminorDistributed brand. WAVE distributes Victrola turntables including the Stream Onyx WiFi and Bluetooth turntable (compatible with Sonos).
- DSC SecuritycoreFeatured brand partner for security intrusion panels and PowerG wireless sensors.
- VersaminorSecurity sensor brand distributed by WAVE. Products include shock sensors and motion detectors.
- Procell (Duracell)minorBattery brand distributed through WAVE. Products include AA and AAA alkaline batteries in bulk packs.
- ArlingtonminorLow voltage mounting brackets and installation accessories brand.
- DeakominorSmart lighting brand. WAVE distributes Deako smart switches including Gen 2 products.
- LinearminorSecurity sensors and door/window contacts brand compatible with Honeywell systems.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Avad competitors and assessment
Company assessmentDirect peers
- ADI Global Distribution: ADI Global Distribution is the largest wholesale distributor of security, AV, and low-voltage products to dealers and integrators in North America. It directly competes with WAVE Electronics across security, AV, and smart home categories and serves the same professional installer channel with similar tiered pricing and dealer programs.
- Snap One (now Snap One / Resideo): Snap One distributes AV, smart home, networking, and security products exclusively to professional integrators, with strong house-brand offerings (Pakedge, Wattbox, Episode, Luma). It mirrors WAVE's distribution-plus-house-brand model and serves an overlapping custom installer customer base.
- PowerHouse Alliance: PowerHouse Alliance is a consortium of regional wholesale distributors (over a dozen members) supplying AV, security, and custom integration products to independent dealers across the US. It competes head-to-head with WAVE's dealer partner program and shares a similar product mix across AV and smart home categories.
- Parts Express: Parts Express is a wholesale and retail distributor of audio, video, and electronic parts serving installers, integrators, and DIY customers. It is highly comparable to WAVE in audio component distribution and competing house-brand SKUs, with overlap in speakers, amplifiers, and AV accessories.
Broad incumbents
- Ingram Micro: Ingram Micro is a global IT and consumer electronics distributor with massive scale across multiple product categories. WAVE Electronics is described in its short description as 'AVAD LLC, an Ingram Micro Company,' making Ingram Micro both a strategic parent/affiliate and a broad competitive incumbent across distribution channels.
- Legrand AV: Legrand AV is a major manufacturer of AV infrastructure (mounts, racks, cabling, projectors) with strong direct relationships with AV integrators and dealers. While not a distributor, it overlaps with WAVE's MSTR brand portfolio in mounts, racks, and connectivity accessories and competes for dealer mindshare in those categories.
- Wesco / Anixter: Wesco, following its acquisition of Anixter, is a major global distributor of electrical, communications, and utility products including low-voltage and security categories. It serves commercial integrators and overlaps with WAVE in structured cabling, networking, and security distribution at the upper enterprise end.
- System Sensor / Honeywell Building Technologies distribution arm: Honeywell's building technologies division includes proprietary security panel and sensor brands (e.g., Resideo/Honeywell Home) that compete with several of WAVE's distributed brands. Honeywell's ownership of ADI also makes it a broader distribution incumbent that overlaps with WAVE in security and connected-home categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Avad social profiles
Digital presenceAvad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Avad leadership team
Management profileNumber of profiles
Profiles1 record
Avad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Avad M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Avad
What does Avad do?
Avad (operating as WAVE Electronics) is a wholesale distributor of AV, security, and home automation products serving authorized dealers and professional installers across North America. The company distributes third-party brands including Sonos, Samsung, Google Nest, Ring, Lutron, 2GIG, Qolsys, and Yamaha, while also offering its proprietary MSTR Brand house brand ecosystem (Elura audio, Illumivue surveillance, LINK, BRKT, POWR, Pro Connect, RACK, SCRN). Products are sold exclusively through a B2B e-commerce platform requiring dealer authentication, with tiered wholesale pricing and tax-exempt options for qualified certified dealers.
When was Avad founded?
Avad was founded in 2005. It employs 501 to 1,000 people.
Where is Avad based?
Avad is headquartered in Sherman Oaks, United States, in the North America region.
How does Avad make money?
One revenue line is on record: product Distribution.
Who are Avad's main competitors?
Direct peers on record are ADI Global Distribution, Snap One (now Snap One / Resideo), PowerHouse Alliance and Parts Express. Broad incumbents are Ingram Micro, Legrand AV, Wesco / Anixter and System Sensor / Honeywell Building Technologies distribution arm.
Does Avad have an API?
No public API is recorded for Avad.
What industry is Avad in?
Avad's product category is Wholesale AV Distribution. Its primary akta.pro industry code is CRAOACAI, Wearables & Personal Electronics Distribution. Its NAICS code is 423620 and its SIC code is 5064.