CET & Associates
CET & Associates is a privately held, commission-based Independent Manufacturer's Representative firm founded in 1985 in Denver, Colorado, representing 26+ premium Technology, Lighting, and Energy brands across the western US to construction professionals, CI dealers, architects, and homeowners.
- Company typePrivate
- Founded1985
- HeadquartersDenver, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What CET & Associates does
CET & Associates is a privately held Independent Manufacturer's Representative firm founded in 1985 by Tim Cuneo and headquartered in Denver, Colorado, with additional offices in Basalt and Park City. The firm operates as a commission-based sales channel for 26+ third-party brands organized into three categories: Technology (audio/video brands including Lutron, Barco Residential, Meridian, AudioControl, Monitor Audio, Wisdom Audio, Storm Audio, Stewart Filmscreen, Josh.ai, AV Pro Edge, and others), Lighting (wakaNINE, Niche, Merlin Light, Klus Design), and Energy (BrightVault, 360 Power Quality, TPD, Gude Systems, Innovolt). The firm does not develop proprietary products or technology; its core offering is technical specification support, design documentation, training, and market knowledge delivered to customers across up to 11 western US states (CO, MT, NM, UT, WY, ID, WA, OR, CA, NV, AZ).
The firm serves a diverse customer base spanning four primary segments: construction industry professionals (electrical engineers, architects, designers specifying products for residential, commercial, and industrial projects); residential end customers (homeowners selecting products for window treatments, lighting, and AV); custom installation (CI) dealers and integrators purchasing for home automation and AV projects; and commercial construction firms. Distribution is executed through multi-channel go-to-market including Direct Dealers, AV Distribution, general Distribution, Showrooms, and direct specification engagement with the design community. The Denver Experience Center functions as a physical showroom with virtual tour capability for specification influence.
Revenue is generated through manufacturer commissions on sales driven through CET's territory, with pricing determined at the dealer/project level and not publicly disclosed. The firm is founder/management-owned with no disclosed institutional investment, parent company, or subsidiaries, and operates with a small team of approximately 12 named individuals led by Principal Tim Cuneo, CEO Doug Cuneo, and President Adam Owens. Strategic emphasis is on long-term partnership relationships under a stated "You Before Us" customer-first philosophy rather than transactional volume.
CET & Associates firmographics
Firmographics- Name
- CET & Associates
- Legal name
- CET & Associates
- Website
- https://cetandassociates.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CET & Associates is a privately held, commission-based Independent Manufacturer's Representative firm founded in 1985 in Denver, Colorado, representing 26+ premium Technology, Lighting, and Energy brands across the western US to construction professionals, CI dealers, architects, and homeowners.
- Ownership category
- akta.pro rank
Where CET & Associates is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
CET & Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Commission-based Representation: As an independent manufacturer's representative firm, CET & Associates generates revenue through commissions from the manufacturers (line partners) they represent. They bring products to market through their network of dealers, distributors, and design professionals in the construction industry.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
CET & Associates product offering
Product offeringCore offering
CET & Associates is an Independent Manufacturer's Representative firm that represents and sells a curated portfolio of third-party brands across three categories: Technology/CI Audio Video (invisible speakers, loudspeakers, audio processors, projection screens, AV distribution, home automation, cabling, cinema processors), Lighting (decorative fixtures, architectural LED systems, and lighting controls), and Energy (power quality, surge protection, UPS systems, and energy storage). The firm provides product specification, technical expertise, design documentation, and training to contractors, architects, designers, and dealers across the residential, commercial, and industrial construction sectors in the western United States.
Product overview
CET & Associates is an Independent Manufacturer's Representative firm that does not develop its own products but instead represents a portfolio of third-party brands across three main categories: Technology/CI Audio Video (invisible speakers, loudspeakers, immersive audio processors, projection screens, display solutions, AV distribution, home automation, cabling, and cinema processors), Lighting (decorative fixtures, architectural LED systems, and lighting controls), and Energy (power quality, surge protection, power distribution, UPS systems, and energy storage). The company serves the residential, commercial, and industrial construction sectors, acting as a sales and specification channel for these manufacturers rather than offering a unified platform or integrated product suite. Each represented brand operates independently, and CET provides specification support, training, design solutions, and market knowledge to contractors, architects, and designers.
Differentiator
Problem solved
Functional benefit
Products and services
- Amina Sound
- Monitor Audio
- Storm Audio
- Stewart Filmscreen
- Apex Technologies
- Datum Project Processing
- Theory Audio Design
- AcousticSmart
- AV Pro Edge
- Wisdom Audio
- Meridian
- Josh.ai
- ICE Cable Systems
- Barco Residential
- AudioControl
- Lutron
- wakaNINE
- Niche
- Merlin Light
- Klus Design
- 360 Power Quality
- TPD - Transient Protection Design
- Gude Systems
- Innovolt
- BrightVault
Companies that use CET & Associates
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
CET & Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
CET & Associates partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core.
- Amina SoundcoreInvisible speaker specialist with 26 years of focused experience in invisible audio technology. Provides in-wall and in-ceiling speakers and subwoofers that produce sound through natural vibrations.
- Monitor AudiocoreGlobal audio brand offering high-fidelity two-channel speakers, architectural speakers, home cinema systems, outdoor speakers, lifestyle audio, amplifiers, and streamers.
- Storm AudiocoreFrench manufacturer of immersive audio processors and amplifiers with hundreds of years of combined DSP, audio engineering, and embedded software experience.
- Stewart FilmscreencoreAcademy Award-winning projection screen manufacturer with 70+ years experience, producing custom seamless screens made in the USA.
- Apex TechnologiescoreDistributor of high-end European audio brands including Display Technologies, Light Walls, TPI, and CATS for residential and commercial applications.
- Datum Project ProcessingcoreProvides design documentation services including digital lighting layouts, security camera site layouts, and TV mounting design drawings.
- Theory Audio DesigncoreFounded 2018, designs audio products for residential and commercial installations with high power components in compact enclosures.
- AcousticSmartcoreDesign and fabrication of acoustically treated custom home theatre interiors and premium home theatre seating.
- AV Pro EdgecoreDevelops cutting edge HDMI and HDBaseT video distribution solutions with 10-year warranty for integrators.
- Wisdom AudiocoreFounded 1996, creates world's finest loudspeakers using thin film planar-magnetic transducers and electronic crossovers.
- MeridiancoreBritish audio brand since 1977, crafting innovative DSP loudspeakers and music management platforms including MQA audio codec.
- Josh.aicoreWhole home automation driven by natural language processing with Josh Micro, Nano, and Core products.
- ICE Cable SystemscoreRe-imagined cable with innovations including REELEX coil technology, EZ Strip, iLabel printing, and oxygen free copper.
- Barco ResidentialcoreFlagship cinephile grade DLP laser projection systems including world's first integrated laser 6P 4K technology.
- AudioControlcore40-year history making audio tools with THX certified receivers, processors, and amplifiers for audio enthusiasts.
- LutroncoreIndustry leading lighting control systems including HomeWorks QSX, RadioRA 2, Ketra intelligent lighting, and automated shade solutions.
- wakaNINEcoreNative by Design company bringing eco-friendly international light fixtures, representing David Trubridge Design, PLN Group, Luminosa, and Stephen Pikus.
- NichecoreHandmade glass pendant and sconce lights with Ketra Ready collection for residential projects, emphasizing handcrafted quality.
- Merlin Lightcore40+ years of recessed framing projectors for art lighting with UV output below museum standards and Air-Tite/IC rating.
- Klus DesigncoreLED extrusion systems and modular component systems for integrating flexible LED circuits, with ETL sanitation listed products.
- BrightVaultcoreIntelligent, scalable energy storage system for luxury residential market providing home automation power protection.
- 360 Power QualitycoreSingle and three phase UPS systems with isolation transformers and high in-rush capability for AV and IT infrastructure.
- TPD - Transient Protection DesigncorePower protection devices including Transient Voltage Surge Protection and Automatic Voltage Regulation.
- Gude SystemscoreSurge products and switched/metered Power Distribution Units (PDUs) for AV and IT infrastructure protection.
- InnovoltcoreDouble Conversion/On-Line UPS providing disturbance-free stable power to extend equipment life and reduce downtime.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
CET & Associates competitors and assessment
Company assessmentDirect peers
- Catalyst AV: Catalyst AV is a network of independent AV manufacturer's representatives serving custom installation and ProAV markets across the US. It is the closest peer to CET as a federation of independent rep firms representing AV and CI brands with similar commission-based economics.
- Azione Unlimited: Azione Unlimited is a buying group and education network for AV integrators and custom installers. It overlaps directly with CET's role as a specification channel for AV brands and competes for integrator mindshare in the western US.
Broad incumbents
- ADI Global Distribution: ADI Global is one of the largest distributors of low-voltage AV, security, and residential technology products in North America. It is comparable to CET's distribution role in the construction/CI value chain but operates at vastly larger scale across a broader portfolio.
- Snap One: Snap One (now part of ADI) is a major distributor and solutions provider for smart home, AV, and networking products serving integrators. It overlaps with CET's specification role in CI/AV distribution but at much greater scale and product breadth.
- ProSource: ProSource is a large national buying group for AV integrators and custom installers, providing consolidated purchasing, training, and marketing support. It competes for the same integrator relationships CET relies on for downstream specification activity.
- HTSA (Home Theater Specialists of America): HTSA is a national buying group and association of residential AV integrators and home theater specialists. It serves a similar custom installation dealer base that CET supports through rep activities.
Regional players
- World Wide Stereo: World Wide Stereo is a regional high-end AV retailer and integrator based in Pennsylvania. It overlaps with the luxury AV/lighting specification role CET plays in the western US but operates on the dealer/integrator side rather than rep side.
- Audio Advice: Audio Advice is a regional high-end AV retailer, integrator, and content publisher based in North Carolina. It serves a similar luxury residential AV/automation customer profile to CET's western US base.
Others
- D-Tools: D-Tools provides System Integrator software for AV system design, proposal, and documentation. It is adjacent to CET's specification and design documentation services, serving similar integrators in the CI value chain.
- CEDIA: CEDIA is the global trade association for the residential custom installation industry. It is adjacent to CET as the industry body governing standards, training, and certification that CET's dealer and integrator partners participate in.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
CET & Associates social profiles
Digital presenceCET & Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
CET & Associates leadership team
Management profileNumber of profiles
Profiles12 records
CET & Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CET & 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 CET & Associates
What does CET & Associates do?
CET & Associates is an Independent Manufacturer's Representative firm that represents and sells a curated portfolio of third-party brands across three categories: Technology/CI Audio Video (invisible speakers, loudspeakers, audio processors, projection screens, AV distribution, home automation, cabling, cinema processors), Lighting (decorative fixtures, architectural LED systems, and lighting controls), and Energy (power quality, surge protection, UPS systems, and energy storage). The firm provides product specification, technical expertise, design documentation, and training to contractors, architects, designers, and dealers across the residential, commercial, and industrial construction sectors in the western United States.
Is CET & Associates a public or private company?
CET & Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CET & Associates founded?
CET & Associates was founded in 1985. It employs 11 to 50 people.
Where is CET & Associates based?
CET & Associates is headquartered in Denver, United States, in the North America region.
How does CET & Associates make money?
One revenue line is on record: commission-based Representation.
Who are CET & Associates's main competitors?
Direct peers on record are Catalyst AV and Azione Unlimited. Broad incumbents are ADI Global Distribution, Snap One, ProSource and HTSA (Home Theater Specialists of America). Regional players are World Wide Stereo and Audio Advice. Others are D-Tools and CEDIA.
Does CET & Associates have an API?
No public API is recorded for CET & Associates.