Kruvand Associates
Kruvand Associates is an employee-owned manufacturers' representative founded in 1971, representing more than twenty-five electronic component brands across the South Central US, Mexico, and Central America through 75+ authorized distributor partners and a field sales force of 15+ account managers.
- Company typePrivate
- Founded1971
- HeadquartersRichardson, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Kruvand Associates does
Kruvand Associates, Inc. is an employee-owned (ESOP) manufacturers' representative organization founded in 1971 and headquartered in Richardson, Texas. The company acts as the commercial intermediary between electronic component manufacturers (its "principals") and a network of authorized distributors plus end customers across the South Central United States (Texas, Oklahoma, Arkansas, Louisiana, Arizona, New Mexico, and Clark County, Nevada), Mexico, and Central America. Its revenue model is commission-based: Kruvand earns transactional commissions when the manufacturers it represents move product through distribution channels and direct design-in engagements, with pricing set by the principals rather than by Kruvand itself.
Kruvand represents more than twenty-five component brands across six product categories: Active Components (semiconductors from Nexperia and Okika), Display & Embedded Systems (nVent Schroff), Electronic Packaging & Materials (General Devices, Laird), Interconnects (3M, Eaton, EDAC, Neutrik), Passive Components & Electromechanical (CTS, Eaton, KEMET, Schaffner, Sensata/Airpax, OTTO Controls, TG3, The Gund Company, YAGEO, World Products), and Power & Thermal (Eaton, Harding Energy, Laird, Vox Power, Wakefield Thermal, CA Design). Its go-to-market combines a field sales force of 15+ outside sales account managers across nine staffed offices (Dallas, Austin, San Antonio, Houston, El Paso in the US; Guadalajara, Mexico City, Monterrey, Juarez in Mexico), 21 sales associates, an inside sales and customer service team of 13, and a 12-person inside support function handling quoting, sampling, and validation.
End-customer verticals include Military & Aerospace, Medical & Healthcare, Industrial, Oil & Gas / Energy / Renewables, Automotive & Transportation, Datacom & Telecom, and IoT/M2M. Distribution is channeled through 75+ distributor partners, including all major global electronic component distributors (Arrow, Avnet, Digi-Key, Mouser, TTI, Future, Newark, Farnell, Rutronik) and regional specialists. Leadership comprises CEO Robert Logan (selling in Dallas since 1979), President Tobi Cornell (joined 1999, VP-Distribution), VP Sales Rob Curtiss, Vice President George Benson, Director of Latin America Félix Cabañas, and Director of IT & Operations Nicole Shively, with most senior staff holding 15-25+ years of tenure. The company celebrated its 50th anniversary in 2021 and operates as a 100% employee-owned corporation with no disclosed venture capital, private equity, or parent ownership.
Kruvand Associates firmographics
Firmographics- Name
- Kruvand Associates
- Legal name
- Kruvand Associates, Inc.
- Website
- https://kruvand.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kruvand Associates is an employee-owned manufacturers' representative founded in 1971, representing more than twenty-five electronic component brands across the South Central US, Mexico, and Central America through 75+ authorized distributor partners and a field sales force of 15+ account managers.
- Ownership category
- akta.pro rank
Kruvand Associates industry classification
Industry- Product category
- Electronic Components Distribution (Manufacturers' Representative)
- NAICS
- Other Electronic Component Manufacturing (334419), Other Building Material Dealers (44418)
- SIC
- Electronic Components & Accessories (3670), Wholesale-Electronic Parts & Equipment, Nec (5065)
- akta.pro primary industry
- Electronic Components (Resistors, Capacitors, Inductors) Retail (CRACAKAA)
Keywords
Where Kruvand Associates is headquartered
LocationHeadquarters
- HQ city
- Richardson
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Kruvand Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Manufacturer Representative Commissions: Revenue generated through commissions from manufacturers represented, as a manufacturers' representative organization. Works with distributor partners to place products with end customers.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Kruvand Associates product offering
Product offeringCore offering
Kruvand Associates is a manufacturers' representative (independent sales agency) that promotes and sells electronic components on behalf of approximately 25 component manufacturers, earning commissions on sales routed through a network of 75+ electronic component distributors and direct to OEM customers in Texas, Oklahoma, Arkansas, Louisiana, Arizona, New Mexico, Nevada (Clark County), Mexico, and Central America. Its six product categories cover semiconductors, displays/embedded systems, packaging/materials, interconnects, passives/electromechanical, and power/thermal components, supported by design services, QuickTurn prototyping, and inside-sales validation.
Product overview
Kruvand Associates is a manufacturers' representative organization (not a software product company) that represents multiple electronic component brands across six product categories: (1) Active Components including semiconductors from Nexperia (logic, MOSFETs, GaN FETs, bipolar transistors, diodes) and Okika Devices (FPAA, signal conditioning ICs); (2) Display & Embedded Systems with nVent Schroff embedded computing solutions; (3) Electronic Packaging & Materials from General Devices, Laird, and nVent (enclosures, thermal interface materials, EMI/RFI shielding, thermoset composites); (4) Interconnects with 3M twin axial cables, Eaton terminal blocks, EDAC connectors, and Neutrik audio/video/industrial connectors; (5) Passive Components & Electromechanical from CTS (frequency control, RF filters), Eaton (circuit protection, supercapacitors, inductors), KEMET (capacitors), Schaffner (EMI filters), Sensata/Airpax (magnetic hydraulic circuit breakers), OTTO Controls (switches), TG3 Electronics (keyboards), The Gund Company (insulation materials), YAGEO (resistors, capacitors), and World Products (circuit protection, antennas); and (6) Power & Thermal including Eaton power modules, Harding Energy (batteries, chargers), Laird thermal solutions, Omnion Power, Powercast (wireless power), Vox Power (power supplies), Wakefield Thermal (heat sinks, liquid cold plates), and CA Design (aerospace thermal solutions). The company serves as the commercial link between these manufacturers and distributors/end-users in Texas, Oklahoma, Arkansas, Louisiana, Arizona, New Mexico, Nevada (Clark County), Mexico, and Central America.
Differentiator
Problem solved
Functional benefit
Products and services
- Active Components Semiconductor devices including logic, MOSFETs, diodes, bi-polar transistors, and NFC ICs from represented manufacturers such as Nexperia and Okika Devices. Sourced by design engineers and procurement teams building electronic products in military, aerospace, industrial, automotive, telecom, and IoT applications.
- Display & Embedded Systems LCD displays, OLED and TFT displays, embedded computing platforms, HMI panels and tablets, including nVent Schroff VME/VME64x architectures, Interscale M for Embedded NUC, and standard systems chassis. Used by design engineers integrating display and compute modules into industrial, medical, military, and transportation equipment.
- Electronic Packaging & Materials Enclosures, racks, cabinets, instrument cases, thermal interface materials, adhesives, tapes, rubber products, EMI/RFI shielding, RF absorption materials, and insulation thermoset composite materials from General Devices, Laird, nVent Schroff, and The Gund Company. Used by OEMs needing to physically and electromagnetically protect electronic assemblies.
- Interconnects Connectors, cable assemblies, and terminal blocks including 3M twin-axial cables, Eaton North American terminal blocks and PCB connectors, EDAC/Norcomp D-Sub and USB connectors, and Neutrik XLR/speakON/etherCON/powerCON connectors. Sourced by design engineers and assembly buyers across military, industrial, audio/video, datacom, and medical OEMs.
- Passive Components & Electro-Mechanical Input solutions, gaskets, seals, overlays, board-level circuit protection, magnetic hydraulic circuit breakers, EMI filters and shielding, switches, relays, keyboards, custom lightguide solutions from Sensata/Airpax, OTTO Controls, Schaffner, KEMET, Eaton, YAGEO, CTS, TG3 Electronics, and World Products. Used by design engineers across automotive, industrial, military, telecom, and consumer-electronics OEMs.
- Power & Thermal AC/DC and DC/DC power supplies, battery charging power, liquid cold plates, complex heat sinks and heat pipes, fans, and Peltiers from Eaton, Laird, Harding Energy, Wakefield Thermal, Vox Power, and CA Design. Sourced by power, thermal, and reliability engineers in medical, industrial, aerospace/defense, telecom, renewable energy, and LED-lighting applications.
Quantifiable outcome
- Extensive territory coverage: 9 US states plus Mexico and Central America
- +1 more outcomes
Companies that use Kruvand Associates
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles1 record
Kruvand Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kruvand Associates partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, major and regional.
- Arrow ElectronicscoreMajor global electronic component distributor and channel partner for Kruvand's represented manufacturers
- AvnetcoreMajor global electronic component distributor and channel partner for Kruvand's represented manufacturers
- Digi-KeycoreMajor global electronic component distributor and channel partner for Kruvand's represented manufacturers
- Mouser ElectronicscoreMajor global electronic component distributor and channel partner for Kruvand's represented manufacturers
- TTIcoreMajor passive and connector specialist distributor and channel partner
- Future ElectronicscoreMajor global electronic component distributor and channel partner
- ECIA (Electronic Components Industry Association)coreIndustry association membership providing access to PACE e-learning training program, authorized distributor verification through eciaauthorized.com, and industry networking
- ERA (Electronic Representatives Association)majorIndustry association for manufacturers' representatives; Diamond sponsor of ERA Conference 2026
- NewarkcoreMajor global electronic component distributor (Avnet subsidiary) and channel partner
- FarnellcoreMajor global electronic component distributor and channel partner
- RutronikcoreMajor European electronic component distributor with US presence and channel partner
- Sager ElectronicsregionalNational distributor of power, thermal, interconnect and electrical protection products
- Heilind ElectronicsregionalSpecialty distributor of interconnect products and channel partner
- PEI GenesisregionalSpecialty distributor of connectors and precision components
- AnixterregionalDistributor of enterprise connectivity and electrical products
- GraybarregionalDistributor of electrical and communications products
- Carlton-Bates CompanyregionalRegional distributor serving the Southwest US market
- RS ComponentscoreGlobal distributor and channel partner for electronic components
- MasterregionalRegional distributor serving the US market
- IncoraregionalDistributor of engineered products and supply chain solutions
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Kruvand Associates competitors and assessment
Company assessmentBroad incumbents
- Future Electronics: Major global electronic component distributor known for strong field-engineer demand-creation model similar to Kruvand's. Future provides technical sales support for the same design engineer and OEM customer base with overlapping principals and territories.
- Rutronik:
- Arrow Electronics: Global electronic component distributor serving design engineers and OEMs worldwide. While Kruvand refers customers to Arrow as a channel partner, Arrow also sells components directly to the same end customers, making it a broad incumbent with overlapping product categories and customer base.
- Digi-Key Electronics: Leading global electronic component distributor known for broad inventory, fast fulfillment, and online ordering. Digi-Key serves the same design engineer customer base as Kruvand and represents the direct-to-engineer distribution model that competes with the rep relationship-driven approach.
- Avnet: Major global electronic component distributor with broad portfolio including Newark and Farnell subsidiaries. Avnet is both a channel partner for Kruvand's principals and serves the same end-customer base of design engineers and OEMs directly, offering overlapping product lines across all component categories.
- Mouser Electronics: Major global electronic component distributor focused on design engineers and new product introductions. Mouser carries many of the same principals as Kruvand (Nexperia, Eaton, KEMET, YAGEO) and serves the same design engineer and OEM customer base.
- TTI Inc. Specialist distributor of passive, connector, electromechanical, and discrete components. TTI operates in highly overlapping product categories as Kruvand and serves the same industrial, military/aerospace, and automotive customers with complementary specialist focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kruvand Associates social profiles
Digital presenceKruvand Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kruvand Associates leadership team
Management profileNumber of profiles
Profiles7 records
Kruvand Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kruvand Associates 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 Kruvand Associates
What does Kruvand Associates do?
Kruvand Associates is a manufacturers' representative (independent sales agency) that promotes and sells electronic components on behalf of approximately 25 component manufacturers, earning commissions on sales routed through a network of 75+ electronic component distributors and direct to OEM customers in Texas, Oklahoma, Arkansas, Louisiana, Arizona, New Mexico, Nevada (Clark County), Mexico, and Central America. Its six product categories cover semiconductors, displays/embedded systems, packaging/materials, interconnects, passives/electromechanical, and power/thermal components, supported by design services, QuickTurn prototyping, and inside-sales validation.
Is Kruvand Associates a public or private company?
Kruvand Associates is a private company. It is classified as management employee owned and is currently operating.
When was Kruvand Associates founded?
Kruvand Associates was founded in 1971. It employs 11 to 50 people.
Where is Kruvand Associates based?
Kruvand Associates is headquartered in Richardson, United States, in the North America region.
How does Kruvand Associates make money?
One revenue line is on record: manufacturer Representative Commissions.
Who are Kruvand Associates's main competitors?
Broad incumbents on record are Future Electronics, Rutronik, Arrow Electronics, Digi-Key Electronics, Avnet, Mouser Electronics and TTI Inc..
Does Kruvand Associates have an API?
No public API is recorded for Kruvand Associates.
What industry is Kruvand Associates in?
Kruvand Associates's product category is Electronic Components Distribution (Manufacturers' Representative). Its primary akta.pro industry code is CRACAKAA, Electronic Components (Resistors, Capacitors, Inductors) Retail. Its NAICS code is 334419 and its SIC code is 3670.