What Ethereal does

Ethereal is a US private company headquartered in Holly Hill, Florida, that designs and distributes professional AV installation hardware through a portfolio of five sub-brands: Ethereal (professional-grade installation products), Velox (premium fiber optic HDMI cables), Helios (retail-focused home theater solutions), Install Bay (installation consumables), and Big Dog Power (intelligent power management). Founded in 1964 with approximately 23 employees, the company sells exclusively through an authorized reseller network, targeting professional AV installers, system integrators, and specialty retailers rather than end consumers directly. Source materials suggest Ethereal operates as a division or subsidiary within Metra Electronics, though this relationship is not formally documented.

The core product portfolio spans HDMI cables (including Active Optical Cable fiber variants supporting 8K/10K resolution at 48Gbps bandwidth in lengths up to 100 meters), surge protectors (300J-4050J ratings) with USB charging, UPS systems (including 1000VA pure sine wave online models), AV distribution equipment (HDMI splitters from 1x2 to 1x16, CAT-cable extenders), IR distribution kits, TV and speaker mounts, structured wiring solutions, and installation consumables (connectors, fasteners, tape, sealants). Notable technical features include 24K gold-plated corrosion-resistant connectors, multi-layer EMI shielding, and CL-listing for in-wall installation across cable products. Velox fiber HDMI cables carry a lifetime warranty.

The business model is hardware sales through B2B authorized resellers under a quote-based pricing model with Net 30 payment terms on approved credit accounts, a minimum order of $50 per invoice, and a $20 service charge for orders below that threshold. Distribution is domestic (United States) with FOB shipping from point of shipment. Pricing is not publicly disclosed and requires dealer account application. The company applies a horizontal segmentation approach, serving professional installers and consumer end-markets through differentiated sub-brand positioning rather than vertical specialization.

Name

Ethereal

Legal name

Ethereal

Website

https://etherealpro.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Ethereal is a US-based distributor of professional AV installation hardware, selling HDMI cables, surge protectors, UPS systems, mounts, and AV distribution equipment through an authorized reseller network serving AV installers, integrators, and specialty retailers.

Ownership category

akta.pro rank

Product category

Professional AV Installation Hardware

NAICS

Audio and Video Equipment Manufacturing (33431)

SIC

Household Audio & Video Equipment (3651), Electronic Components & Accessories (3670), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Home Theater Installation, Calibration & Custom AV Services Retail (CRACAEAK)

akta.pro secondary industries

Home Theater Audio Systems (AV Receivers, Speaker Packages) (CRACANAH), Hi‑Fi / Audiophile Components (DACs, Amps, Turntables, Streamers) (CRACANAI)

Keywords

• Professional AV cables
• HDMI cables
• Surge protection
• AV installation hardware
• Audio video connectors

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. AV Installation Hardware Sales: Sale of cables (HDMI, audio, network), connectors, adapters, AV distribution equipment, power management products, and mounting hardware to professional installers and retail customers through authorized dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Ethereal designs, sources, and distributes professional audio/video installation hardware including HDMI and audio cables, fiber optic AOC cables, surge protectors and UPS power management, AV distribution equipment (splitters and extenders), TV and speaker mounts, network patch cables, IR distribution kits, structured wiring, and installation consumables. Products are sold exclusively through an authorized reseller network to professional AV installers, system integrators, and specialty consumer electronics retailers in the United States.

Product overview

Ethereal is a professional AV installation hardware company offering a comprehensive portfolio of cables, connectors, power management solutions, and mounting equipment through multiple sub-brands. The main Ethereal brand provides professional installation products including HDMI splitters, extenders, network connectors, and IR distribution equipment. Velox is a premium sub-brand featuring ultra-high-end AOC (Active Optical Cable) HDMI cables supporting 8K/10K at 48Gbps in lengths from 5M to 100M. Helios targets the retail/home theater market with affordable, reliable solutions including power strips, surge protectors, audio adapters, and mounts. Install Bay offers installation consumables like connectors, terminals, fasteners, and adhesives. Big Dog Power provides intelligent power solutions including UPS systems and heavy-duty surge protectors. The company sells exclusively through authorized resellers and professional installers.

Differentiator

Problem solved

Functional benefit

Brands

• Helios: Retail home theater solutions brand focused on performance, reliability, and affordability
• Velox
• Install Bay
• Big Dog Power

Products and services

• Velox Fiber Ultimate High-Speed HDMI Cables Premium Active Optical Cable (AOC) HDMI cables supporting 8K/10K resolutions at up to 48Gbps bandwidth, available in lengths from 5M to 100M. Features multi-layer EMI shielding, 24K gold-plated connectors, and CL-listing for in-wall installation. Targeted at professional AV installers needing long-distance, high-bandwidth HDMI runs.
• Ethereal (Core Brand) Professional AV Installation Hardware
• Helios Retail Home Theater Solutions
• Install Bay Installation Hardware
• Big Dog Power Intelligent Power Solutions
• HDMI Cables (Various)
• Audio Cables & Adapters
• Power / PDUs, Surge, In-Wall & Cables
• Surge Protection Strips
• TV & Speaker Mounts & Stands
• AV Distribution Equipment
• Cable Connectors, Adapters & Banana Plugs
• Network Patch Cables & Accessories
• IR Distribution / Kits & Components
• Structured Wiring Solutions

Quantifiable outcome

• Supports 8K/10K resolutions at 48Gbps bandwidth

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Monoprice: Monoprice is a leading direct-to-consumer seller of HDMI cables, AV distribution equipment, surge protectors, and installer accessories. It competes head-to-head with Ethereal across nearly every product category, though Monoprice sells primarily DTC and Ethereal sells via dealer channel.
• Kramer Electronics: Kramer is a pro AV manufacturer specializing in AV distribution, switching, extension, and signal management products sold through system integrators. Its AV distribution and extender lines compete directly with Ethereal's AV Distribution category.
• AudioQuest: AudioQuest is a premium manufacturer of HDMI, audio, and speaker cables sold through specialty AV retailers and custom installers. Its premium cable positioning, in-wall HDMI offerings, and installer channel overlap directly with Ethereal's Velox and Ethereal brands.
• C2G (Cables To Go): C2G is a broad-line AV and IT connectivity manufacturer offering HDMI, audio, network, and structured cabling products to installers, resellers, and IT channels. Its installer-channel model and HDMI/extender portfolio overlap significantly with Ethereal.
• Atlona (Panduit): Atlona, now part of Panduit, designs and sells AV distribution, extension, and control products to commercial and residential integrators. Its AV-over-CAT and HDMI distribution lineup overlaps Ethereal's AV distribution and extender categories.
• Wireworld Cable Technology: Wireworld manufactures premium HDMI, audio, and speaker cables sold through specialty AV dealers and custom installers. Its high-end HDMI offerings, including fiber and active cables, directly overlap Velox's premium positioning.

Broad incumbents

• Belkin: Belkin is a large-scale consumer electronics accessories manufacturer offering HDMI cables, surge protectors, mounts, and AV connectivity through retail and pro channels. It competes with Ethereal across Helios-style retail SKUs and pro-install hardware.
• Tripp Lite: Tripp Lite manufactures surge protectors, PDUs, UPS systems, and AV/network connectivity sold through IT and AV resellers. Its Big Dog Power–equivalent surge/UPS portfolio and reseller distribution overlap with Ethereal's power and dealer-channel lines.

Emerging players

• Sewell Direct: Sewell Direct sells HDMI cables, AV accessories, and installation hardware primarily direct-to-consumer and through online channels. It is a smaller-scale emerging competitor in HDMI and AV connectivity with overlap on retail cable SKUs.

Others

• Metra Electronics: Metra Electronics is the parent/affiliated entity that operates the Ethereal brand and handles returns and dealer credit functions. It is a 12V and AV aftermarket manufacturer with overlapping product lines in installation hardware, making it both the parent and a portfolio peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/etherealpro

Revenue estimate

Valuation estimate

Number of profiles

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 Ethereal