What Stirling does

Stirling Communications Supply Co. is a privately held boutique AV distributor headquartered in Stirling, New Jersey, serving commercial audio-visual dealers and integrators across the United States. The company positions itself as a curated, "go deep not wide" alternative to broad-line AV distributors, focusing on a portfolio of complementary products from specialized manufacturers rather than competing on breadth of inventory. Founded in 1997 and born out of a multi-decade Independent Rep Firm heritage, Stirling employs 11-50 people and is led by President Frank M. Culotta and General Manager Daniel Pilar (CTS-certified).

Stirling's product portfolio spans seven core categories: professional mounting solutions (Vogel's Connect-it system, Conen Mounts, NB Carts), beam-steering loudspeaker systems (Fohhn), managed AV-over-IP networking infrastructure (NETGEAR M4250/M4300/M4350 series), media players and directional audio (Waves System AP420, EVP380, and Hypersound), direct-view LED displays (LuxVision ProLux Rugged), HDBaseT testing and extension (MSolutions MS-TestPro), and network-controlled power distribution (Gude Expert Power Control). The company holds exclusive U.S. distribution rights for Fohhn and Waves System as of October 2023, with additional core partnerships including Vogel's (October 2021) and NETGEAR.

The business model is a traditional B2B distribution operation: Stirling purchases inventory from manufacturer partners and resells through an authorized dealer network to commercial AV installers and integrators. Pricing is quote-based and not publicly disclosed, with dealer credit applications required to establish payment terms. The company generates revenue through one-time transactional product sales and earns margins on the spread between OEM cost and dealer pricing. Marketing is conducted primarily through the company website, newsroom, and LinkedIn presence, with no evidence of e-commerce, recurring revenue streams, software licensing, or proprietary technology developed by Stirling itself.

Name

Stirling

Legal name

Stirling Communications Supply Co., Ltd.

Website

https://stirlingcomm.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Stirling Communications Supply Co. is a privately held boutique AV distributor serving U.S. commercial audio-visual dealers and integrators with a curated portfolio of professional AV equipment, including exclusive U.S. distribution rights for Fohhn and Waves System.

Ownership category

akta.pro rank

Headquarters

HQ city

Stirling

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Revenue generated through distribution of professional AV equipment including mounting solutions, audio systems, networking switches, LED displays, media players, and power management solutions. The company acts as an exclusive U.S. distributor for select manufacturers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Stirling Communications Supply Co. is a boutique U.S. importer and distributor of professional audio-visual equipment, curating a portfolio of complementary best-in-class product lines from foreign and domestic manufacturers. The company distributes mounting solutions, loudspeakers, AV-over-IP switches, media players, HDBaseT extenders, direct-view LED displays, and intelligent power distribution units to commercial AV dealers and integrators through exclusive U.S. distribution agreements. Revenue is generated through one-time product resale via quote-based transactions to authorized dealers.

Product overview

Stirling Communications Supply Co is a boutique A/V distributor serving the commercial AV market with a curated portfolio of complementary products from specialized manufacturers. The portfolio includes: mounting solutions (Vogel's Connect-it and display wall systems, Conen Mounts, NB Carts), audio systems (Fohhn Beam Steering loudspeakers), networking infrastructure (NETGEAR M4250/M4300/M4350 managed switches for AV over IP), media playback (Waves System AP420 and EVP380 media players with Hypersound directional speakers), LED displays (LuxVision ProLux Rugged series), power management (Gude Expert Power Control PDUs), and connectivity testing (MSolutions MS-TestPro). These products work together to serve AV installers and integrators deploying professional audiovisual installations.

Differentiator

Problem solved

Functional benefit

Products and services

• Vogel's AV Mounting Solutions Premium AV mounting solutions including TV mounts, projector mounts, Vogel's Connect-it modular mounting systems, and display wall solutions (3000, 4000, 6000 series) for commercial installations. Distributed by Stirling in the U.S. market under partnership with Dutch manufacturer Vogel's (founded 1973).
• Fohhn Audio Systems High-quality loudspeaker systems featuring Fohhn's Beam Steering technology (the largest such portfolio on the market since 2009, using wave field synthesis for precise coverage control), manufactured in Germany for professional AV environments. Distributed exclusively in the U.S. by Stirling under partnership with German manufacturer Fohhn (established 1993).
• NETGEAR AV Line Managed Switches AV-over-IP managed switches including the M4250 series (1Gb AV-over-IP), M4300 series (stackable L2/L3/L4 edge/core switches), and M4350 series (1G to 25G speeds for AV over IP and IT with quiet operation for production environments). Distributed by Stirling as an authorized NETGEAR distributor for AV professionals.
• Waves System Media Players and Hypersound Directional Audio Media players including AP420 (audio media player with embedded CMS, audio streaming with failover, 2-layer audio mixing, rackable form factor), EVP380 (event video player synchronizing audio, video, DMX512, and Art-Net with up to 8 audio channels and automated playback triggers), and Hypersound Pack mono directional audio systems with H3000 emitter and H3000 amplifier. Distributed exclusively in the U.S. by Stirling under partnership with Waves System.
• MSolutions HDBaseT Connectivity and Testing HDBaseT extenders, USB-C and USB3.0 extenders, cables for AV installations, plus the MS-TestPro diagnostic tool approved by HDBaseT for certifying CAT6 installations to meet video and data standards. Distributed by Stirling as the U.S. distributor for MSolutions.
• LuxVision Direct-View LED Displays Direct view LED systems including the ProLux Rugged Series with 3.3/4.0mm pixel pitch, 2,100 nits brightness, metal-to-metal quarter-turn modules, secure cabling, and impact-resistant design for sports environments. TAA-compliant. Distributed by Stirling as the U.S. distributor for Canadian manufacturer LuxVision.
• Gude Intelligent Power Distribution Units German-manufactured power distribution units including passive, active, switched, and metered variants such as the Expert Power Control Series with network-controlled switching, metering, and monitoring (Telnet, SNMP, Radius, Modbus protocols) for 19-inch rack installations. Distributed by Stirling as the U.S. distributor for German manufacturer Gude (30 years of experience).
• Conen Mounts AV Mounting Solutions Professional AV mounting solutions and display mounts for commercial installations. Distributed by Stirling under partnership with Conen Mounts.
• NB Carts Mobile AV Display Carts and Stands Mobile AV carts and stands for display mounting and equipment support in commercial environments. Distributed by Stirling under partnership with NB Carts.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• FohhncoreChannel Partner/ Reseller/ Distributor · 1 October 2023Exclusive U.S. distribution partnership for Fohhn audio systems. Fohhn is a German manufacturer of high-quality loudspeaker systems established in 1993, specializing in beam steering technology and professional audio solutions for demanding ProAV environments.
• Waves SystemcoreChannel Partner/ Reseller/ Distributor · 1 October 2023Exclusive U.S. distribution partnership for Waves System products. Waves System is a pioneer in media players with 23 years of experience, offering state-of-the-art audio/video solutions including Hypersound directional speakers and media players.
• Vogel'scoreChannel Partner/ Reseller/ Distributor · 14 October 2021Partnership for Vogel's AV mounting solutions. Vogel's is a Dutch manufacturer founded in 1973, specializing in high-quality TV mounts, projector mounts, and display wall solutions with lifetime guarantees on consumer products.
• NETGEARcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of NETGEAR's AV Line switches including M4250, M4300, and M4350 series. NETGEAR's commitment to AV over IP includes products and dedicated support services for audio/video over IP installations.
• MSolutionscoreChannel Partner/ Reseller/ DistributorU.S. distributor of MSolutions HDBaseT solutions including MS-TestPro diagnostic tool (approved by HDBaseT), USB-C/USB3.0 extenders, and cables for AV installations.
• LuxVisioncoreChannel Partner/ Reseller/ DistributorU.S. distributor of LuxVision's ProLux Rugged Series LED displays. LuxVision is a Canadian manufacturer specializing in high-performance direct view LED systems for commercial settings with TAA compliance.
• GudecoreChannel Partner/ Reseller/ DistributorU.S. distributor of Gude power distribution units (PDUs). Gude is a German manufacturer with 30 years of experience producing high-quality power and monitoring solutions for AV, IT, and KVM professionals.
• Conen MountsminorChannel Partner/ Reseller/ DistributorDistribution partner for Conen Mounts AV mounting solutions.
• NB CartsminorChannel Partner/ Reseller/ DistributorDistribution partner for NB Carts AV display carts and mobile stands.

Scale indicators2 records

Recent moves3 records

Others

• FSR (manufacturer): Manufacturer of AV infrastructure products including connectivity, power, and mounting solutions. Comparable because FSR is one of the brands Stirling distributes, and both target the same AV dealer channel with related product categories.
• Global Cache (manufacturer): Manufacturer of IP connectivity products for AV and smart home control. Comparable because Global Cache is a distributed brand by Stirling, but operates as a vendor/upstream partner rather than a true distribution competitor.

Direct peers

• Almo Professional A/V: Distributor of professional AV products including displays, audio, and signal management to commercial AV resellers. Comparable curated distribution model with focus on commercial AV integrators as primary customer base.
• Stampede (now part of Diversified): Specialty AV distributor focused on commercial AV integrators with curated product portfolio. Closely comparable channel model and customer base to Stirling, though larger scale and broader product offering.
• 21st Century Distributing: Specialty AV distributor and parent of AVAD, serving commercial AV dealers and integrators across the U.S. Directly comparable boutique-to-mid-scale distribution model with curated brand portfolio targeting integrators.

Broad incumbents

• Scansource: Public technology distributor serving specialty technology resellers across AV, communications, and security categories. Comparable channel-based distribution model targeting integrators but with vastly broader product catalog and global reach.
• TD SYNNEX: Leading global IT and AV distributor formed by merger of Tech Data and SYNNEX. Comparable distribution of networking and AV equipment to resellers, though operates at hyperscale with broad IT catalog beyond Stirling's curated AV focus.
• Anixter (Wesco): Global distributor of electrical, communications, and utility products including AV/networking infrastructure. Overlaps with Stirling's networking (NETGEAR) and structured AV distribution to commercial integrators but operates at massive scale with industrial focus.
• ADI Global Distribution: One of the largest wholesale distributors of AV, security, and low-voltage products to dealers and integrators in North America. Directly comparable to Stirling as multi-brand AV distributor with broad catalog but operating at much larger scale and carrying competing brands.
• Exertis (DCC Technology): Major international distributor of technology products including AV, IT, and consumer electronics to resellers and integrators. Comparable B2B distribution model with multi-brand curated AV offering, though operates at enterprise scale versus Stirling's boutique positioning.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/stirling_co
• LinkedInlinkedin.com/company/stirling-communications-supply-co/?viewAsMember=true

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Stirling