Midwich US Plus
Midwich US Plus is a value-added distributor of professional AV, unified communications, broadcast, and education technology products, serving AV integrators and resellers across the United States under the Midwich Group brand (formerly Starin, The Farm AV, and Toolfarm).
- Company typePrivate
- Founded1988
- HeadquartersChesterton, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Midwich US Plus does
Midwich US Plus is the US operating subsidiary of Midwich Group Plc (LSE: MIDW), operating as a value-added distributor of professional audio-visual (AV), unified communications (UC), broadcast, and education technology products. The entity was formed by the 2020 acquisition of Starin Marketing, Inc. (founded 1988, Chesterton, Indiana) and was further expanded with the 2024 acquisition of The Farm AV (Silicon Valley), with Starin, The Farm AV, and Toolfarm unified under the Midwich brand in 2025. The company distributes products from 500+ vendors including Poly, Shure, Lenovo, Crestron, Yamaha, DTEN, Logitech, Huddly, Barco ClickShare, BirdDog, Audinate, Q-SYS, Powersoft, and Sennheiser, alongside its proprietary Turtle AV hardware line launched in 2026.
The business operates a channel-partner go-to-market, selling through authorized dealers, resellers, and integrators via a password-protected dealer portal, with additional direct e-commerce on midwich.us for product discovery and quote requests. Revenue derives from hardware distribution across UC, education, broadcast, and professional AV verticals, supplemented by the Midwich Plus professional services suite (Project+, Deploy+, Code+, Protect+) covering design assistance, commissioning, DSP/control programming, and extended warranties. Customers are primarily AV integrators, UC dealers, and resellers serving end users in corporate, education, broadcast, government, and live event markets.
The company is headquartered in Chesterton, Indiana (with the firmographic record also referencing Newark, California), employs 86 people in the US, and is supported by Midwich Group's global infrastructure spanning the UK, Ireland, Continental Europe, Asia-Pacific, and North America. Leadership comprises Bill Mullin (CEO), Bill Pak (COO), and Bobby Swartz (President), with recent additions including Christopher Neto (Head of Emerging Markets), Tyler Brebberman (Director of Business Development), and Bill Reimer (Director of Sales). The US entity benefits from Midwich Group's vendor relationships, distribution scale, and capital base while maintaining operational independence for US market execution.
Midwich US Plus firmographics
Firmographics- Name
- Midwich US Plus
- Legal name
- Starin Marketing, Inc.
- Website
- https://midwich.us
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Midwich US Plus is a value-added distributor of professional AV, unified communications, broadcast, and education technology products, serving AV integrators and resellers across the United States under the Midwich Group brand (formerly Starin, The Farm AV, and Toolfarm).
- Ownership category
- akta.pro rank
Where Midwich US Plus is headquartered
LocationHeadquarters
- HQ city
- Chesterton
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Midwich US Plus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Product Distribution: Revenue generated through distribution of professional AV, UC, broadcast, and education technology products from brand partners to dealers and integrators.
- Professional Services (Midwich Plus): Midwich Plus services including Project+ (design support), Deploy+ (commissioning), Code+ (DSP/control programming), and Protect+ (extended warranties and technical support).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Turtle AV products range |
| Other | Multi-year contract | Midwich Plus Professional Services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Midwich US Plus product offering
Product offeringCore offering
Midwich US Plus is a value-added distributor of professional AV, unified communications, broadcast, and education technology products, operating through a network of authorized dealers, resellers, and integrators in the United States. The company distributes products from more than 400 brand partners and supplements distribution with the Midwich Plus professional services suite (Project+, Deploy+, Code+, Protect+), which supports integrators with system design, commissioning, DSP/control programming, and extended warranty/technical support.
Product overview
Midwich US Plus (formerly Starin, The Farm AV, and Toolfarm) is a value-add distributor of professional AV and unified communications products. The company operates as a multi-brand distribution platform offering an extensive portfolio of video conferencing cameras (DTEN, Logitech Rally Bar, Huddly), audio solutions (Yamaha UC, Shure microphones, Turtle AV Dante products), broadcast equipment (BirdDog, Epiphan, Telestream), displays (LG), and wireless presentation (Barco ClickShare). The portfolio centers on PTZ cameras and conferencing systems with AI-powered features including auto-tracking, speaker framing, and Smart Gallery capabilities. Midwich complements its product distribution with professional services under the Midwich Plus umbrella, including project design assistance, deployment services, DSP programming, extended warranties, and financing options. The company serves as a single-source partner for AV and UC integrators across vertical markets including corporate, education, broadcast, and government.
Differentiator
Problem solved
Functional benefit
Brands
- Midwich Plus: Professional services team designed to help integrators scale their operations, deliver consistently successful deployments, and exceed client expectations. Includes Project+, Deploy+, Code+, and Protect+ services.
Products and services
- Midwich Plus Services (Project+, Deploy+, Code+, Protect+) Professional services suite including Project+ (design to documentation), Deploy+ (commissioning), Code+ (DSP and control programming), and Protect+ (24/5 technical support and extended warranties), offered to AV/UC integrators and dealers.
- Turtle AV Product Line AV-over-IP and Dante-enabled products including multiview video processors, signal extenders, PoE+ Dante amplifiers, and audio bridges for commercial, educational, broadcast, and enterprise environments.
Quantifiable outcome
- Over 1,000 DTEN D7 units deployed through pilot program before mass market release
- +2 more outcomes
Companies that use Midwich US Plus
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Midwich US Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Midwich US Plus partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- AudinatecoreStrategic distribution partnership to expand Dante's AV-over-IP access and support in the U.S. Audinate is the industry leader in AV-over-IP networking technology and creator of Dante. Partnership aims to accelerate access to scalable, networked AV solutions.
- SennheisermajorNew partnership with Sennheiser, a world-renowned leader in professional audio. This collaboration strengthens Midwich's Integrated Audio portfolio in the U.S. and reinforces commitment to delivering end-to-end solutions.
- PowersoftmajorStrategic distribution partnership to expand Powersoft's U.S. market reach, strengthening Midwich's Integrated Audio portfolio in the U.S.
- Q-SYScoreMidwich announced expansion of partnership with QSC through a new national distribution agreement in the United States. This strategic milestone strengthens QSC's ability to reach more integrators with Q-SYS solutions across the country.
- The Farm AVcoreThe Farm, a west coast manufacturers' representative and technical services provider, joined forces with Midwich Group's U.S. operation, Starin. Based in Silicon Valley, The Farm expands geographical footprint and enhances customer and manufacturer support capabilities.
- B-Tech AV MountsminorNew distribution partnership with B-Tech AV Mounts, an industry leader in pro AV mounting solutions. B-Tech's global reputation for design excellence, value and customer service complements Starin's core values. As a long-term partner of Midwich Group, B-Tech expands its reach into North America with Starin.
- InogeniminorPartnership with Inogeni, a leading designer and manufacturer of high-performing products to enhance video conferencing including Toggle Rooms, SHARE2U, CAM230, and UBRIDGE.
- LenovocoreStarin announced distribution relationship with Lenovo for their ThinkSmart suite of collaboration products. Lenovo's portfolio includes reliable hardware, software, and services designed for seamless collaboration and end-to-end solution management for modern workforce, with solutions for Zoom, Microsoft Teams, and other UC platforms.
- CrestroncoreStarin announced partnership with Crestron for latest products available to resellers, including virtual training and product demonstrations.
- Shure IncorporatedcoreStarin announced distribution relationship with Shure, a worldwide leader in microphones and audio electronics. Shure products are preferred for Zoom pro-AV designed room systems. With Shure's acquisition of Stem Audio, the partnership expands solutions for organizations of all sizes in UC, education, and pro audio markets.
- HuddleCamHDminorHuddleCamHD partnered with Yamaha Unified Communications to create powerful conferencing solutions. Partnership combines Yamaha's audio hardware with HuddleCamHD's video conferencing innovations for scalable solutions.
- BirdDog Australia Pty LtdcoreStarin (now Midwich US Plus) announced distribution partnership to make all BirdDog products available to channel partners across the USA. BirdDog manufactures PTZ cameras, video encoders/decoders with embedded NDI hardware, and software applications. BirdDog products are used in broadcast, AV, house of worship, live streaming, esports, and education markets.
- Poly (formerly Plantronics and Polycom)coreGlobal distribution partnership with Poly, a global communications company powering meaningful human connection and collaboration. Poly's video solutions certified for Zoom are deployed by Midwich as part of the Hardware-as-a-Service offering, initially available in UK, Ireland, North America, Australia, and New Zealand.
- Yamaha Unified CommunicationscoreYamaha provides audio and video conferencing solutions including enterprise-grade microphone systems, conference phones, and video sound bars. Their ADECIA system and RM-W wireless system are distributed through Midwich.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Midwich US Plus competitors and assessment
Company assessmentEmerging players
- Black Box: Black Box is a US provider of UC, AV integration, and IT services with growing product resale. While more services-led than Midwich, it competes in adjacent integrator relationships and increasingly procures AV hardware that Midwich distributes.
Direct peers
- Westcon-Comstor: Westcon-Comstor is a global value-added distributor focused on UC, networking, and security, with deep relationships across vendors that overlap heavily with Midwich's portfolio (Cisco, Poly, Logitech). It is a direct peer competing for the same integrator-led channel.
- Jenne: Jenne is a US value-added distributor of UC, networking, and AV solutions, focused heavily on resellers, integrators, and service providers. It is comparable to Midwich US Plus in target customer, go-to-market, and vendor mix.
- ScanSource: ScanSource is a US-headquartered value-added distributor of AV, UC, networking, and physical security solutions, serving a similar integrator/reseller channel. It is the closest direct competitor to Midwich US Plus in specialty AV/UC distribution in North America.
- Exertis (Almo): Exertis Almo is a leading US pro AV and UCC distributor offering brands, integration services, and financing to the same AV/UC integrator base that Midwich US Plus serves. It competes head-to-head across virtually all major vendor lines distributed by Midwich.
Broad incumbents
- TD SYNNEX: TD SYNNEX is a Fortune 500 IT distributor with a broad portfolio spanning UC, AV peripherals, networking, and end-point devices. It competes with Midwich at the high end of integrator and reseller accounts where scale and breadth of credit/financing matter.
- D&H Distributing: D&H is a broad North American IT and AV distributor serving resellers, integrators, and retailers with a mix of UC, display, and conferencing products. It is less specialty-focused than Midwich but overlaps on reseller accounts in UC and education.
- Ingram Micro: Ingram Micro is one of the largest global IT distributors and carries significant AV/UC, display, and conferencing lines. While much broader than Midwich's specialty focus, it overlaps directly on UC and display categories and competes for large integrator and reseller deals.
Regional players
- PCC Technology Solutions (PCC Hoyt): PCC Technology Solutions is a regional US distributor focused on AV, UCC, and IT solutions to resellers and integrators. It operates at a smaller scale than Midwich US Plus but competes in similar accounts and geographies.
Others
- C2G (Cables To Go): C2G, distributed by Midwich itself, is a connectivity and AV infrastructure products vendor. It is included as an adjacent/ecosystem participant rather than a direct competitor, illustrating the supplier side of Midwich's catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Midwich US Plus social profiles
Digital presenceMidwich US Plus compliance and trust
Trust signalCompliance3 records
Midwich US Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midwich US Plus leadership team
Management profileNumber of profiles
Profiles6 records
Midwich US Plus subsidiaries and ownership
Company hierarchySubsidiaries1 record
Midwich US Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midwich US Plus 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 Midwich US Plus
What does Midwich US Plus do?
Midwich US Plus is a value-added distributor of professional AV, unified communications, broadcast, and education technology products, operating through a network of authorized dealers, resellers, and integrators in the United States. The company distributes products from more than 400 brand partners and supplements distribution with the Midwich Plus professional services suite (Project+, Deploy+, Code+, Protect+), which supports integrators with system design, commissioning, DSP/control programming, and extended warranty/technical support.
Is Midwich US Plus a public or private company?
Midwich US Plus is a private company. It is classified as corporate owned and is currently operating.
When was Midwich US Plus founded?
Midwich US Plus was founded in 1988. It employs 51 to 100 people.
Where is Midwich US Plus based?
Midwich US Plus is headquartered in Chesterton, United States, in the North America region.
How does Midwich US Plus make money?
Two revenue lines are on record. Product Distribution is the primary driver. The others are professional Services (Midwich Plus).
Who are Midwich US Plus's main competitors?
Black Box is listed as an emerging player. Direct peers are Westcon-Comstor, Jenne, ScanSource and Exertis (Almo). Broad incumbents are TD SYNNEX, D&H Distributing and Ingram Micro. PCC Technology Solutions (PCC Hoyt) is listed as a regional player. C2G (Cables To Go) is listed as an others.
Does Midwich US Plus have an API?
No public API is recorded for Midwich US Plus.