What Straight Road Electronics does

Straight Road Electronics, Inc., doing business as 'Straight Road Electronics, A Suntsu Company,' is a California-incorporated electronic components distributor specializing in power management and LED lighting products. The company markets 75,000+ SKUs sourced from 80+ authorized manufacturers and serves technology companies requiring power electronics and LED lighting components. Following its 2016 acquisition by Nexsun Electronics, Inc. (now Suntsu Electronics, Inc.), the entity operates as a wholly-owned subsidiary within the Suntsu distribution platform while retaining its specialty brand identity in power and LED lighting.

The company's distribution offering operates through two channels: authorized distribution (franchised lines from 80+ manufacturers) and independent distribution (global sourcing, obsolescence management, shortage mitigation, and BOM analysis and cost reduction). Under the Suntsu umbrella, the business has access to layered engineering services (component engineering, board characterization, engineering design support), inventory management solutions (vendor-managed inventory, excess inventory management), and contract manufacturing services (PCBA, full box build, custom components, manufacturability review). The company maintains a quote-based pricing model and lists 10,000+ customers served over more than 20 years of operation.

Straight Road's go-to-market is channel-partner driven and executed through Suntsu's integrated website, part search tools, manufacturer line card, and content marketing channels. The subsidiary runs on a lean operating footprint of seven employees, with the bulk of scale, supplier relationships, and service infrastructure provided by parent Suntsu Electronics, headquartered in Irvine, California. No AI capabilities, proprietary technology platforms, patents, or external funding are disclosed; the business is a specialty distribution subsidiary whose value is derived from authorized supplier access, vertical expertise in power and LED lighting, and the shared operational resources of its parent.

Name

Straight Road Electronics

Legal name

Straight Road Electronics, Inc.

Website

https://straightroadelectronics.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Straight Road Electronics, A Suntsu Company, is a California-based electronic components distributor specializing in power management and LED lighting products, offering 75,000+ SKUs from 80+ authorized manufacturers to 10,000+ technology company customers through authorized and independent distribution channels.

Ownership category

akta.pro rank

Product category

Electronic Components Distribution

akta.pro primary industry

Parts, Components, Refurbished & Reverse Logistics (Electronics) Distribution (CRAOACAK)

Keywords

• Electronic components distribution
• Semiconductor supply
• LED lighting components
• Power supply products
• Obsolescence management

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electronic Components Distribution: Distribution of electronic components including power management and LED lighting products to technology companies. Services include authorized distribution, independent distribution, global sourcing, obsolescence management, shortage mitigation, and BOM analysis and cost reduction.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Straight Road Electronics is a specialized distributor of electronic components, offering more than 75,000 SKUs from 80+ authorized manufacturers across categories such as semiconductors, passives, electromechanical devices, optoelectronics, LEDs, and power supplies. The company supplements its catalog with value-added services including global sourcing, obsolescence management, shortage mitigation, and BOM analysis to support technology manufacturers and product builders.

Product overview

Straight Road Electronics, now operating as Straight Road Electronics, A Suntsu Company, is an electronic component distributor specializing in power and LED lighting components. The company offers over 75,000+ SKUs from 80+ authorized manufacturers. Following its acquisition by Suntsu Electronics (formerly Nexsun Electronics), Straight Road's product expertise in power and LED lighting has been combined with Suntsu's engineering prowess and inventory management solutions. The merged entity provides comprehensive electronic components including capacitors, frequency control devices, integrated circuits, and RF & wireless products through both authorized and independent distribution channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Authorized Components Distribution Broad-line authorized distribution of electronic components from 80+ manufacturers, providing 75,000+ SKUs to technology OEMs and product builders.
• Independent / Brokerage Distribution Independent sourcing and brokerage of electronic components, focused on hard-to-find, allocated, obsolete, and shortage-affected parts.
• Obsolescence Management Lifecycle management service supporting customers with end-of-life and obsolete component identification, last-time-buy planning, and replacement sourcing.
• Shortage Mitigation Supply continuity service that helps customers address component shortages through global sourcing, inventory access, and allocation support.
• BOM Analysis Analysis of customer Bill of Materials to identify cost, availability, and lifecycle risks and to recommend alternative components.
• LED Lighting Components Specialty offering of LED and LED-driver / power supply components for lighting product manufacturers and integrators.
• Power Supply Products Specialty offering of power supply components for OEM, industrial, and lighting applications.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Suntsu Electronics (formerly Nexsun Electronics)coreStrategic or Co-development Partner · 1 January 2016Nexsun Electronics acquired Straight Road Electronics, integrating all valued vendors. Straight Road's breadth of product and expertise in power and LED lighting space are complemented by Suntsu's engineering prowess and inventory management solutions. Straight Road is now referred to as 'Straight Road Electronics, A Suntsu Company'.

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• TTI, Inc. Specialty authorized distributor of electronic components including connectors, passives, and electromechanical products. Comparable to Straight Road as a specialty authorized distributor with focused product-line expertise and similar customer profiles.
• Master Electronics: Authorized distributor of electronic components serving broad industrial and technology customer bases. Comparable to Straight Road as an authorized distributor with similar SKU breadth, supplier portfolio, and customer profile.
• Component Distributors Inc. (CDI): Independent electronic components distributor offering global sourcing, obsolescence management, and shortage mitigation. Closely comparable to Straight Road's independent channel as a peer addressing the same end-market challenges around allocation, obsolescence, and cost reduction.
• RS Components: Authorized electronic components distributor (part of RS Group) serving industrial and technology customers globally. Comparable to Straight Road as a high-SKU authorized distributor with strong coverage of power and passive components.
• Digi-Key Electronics: One of the largest authorized electronic component distributors globally. Closely comparable to Straight Road as a high-SKU authorized distributor serving technology customers with broad product breadth and fast fulfillment.
• Mouser Electronics: A major global authorized electronic components distributor with an enormous catalog, serving engineers and technology buyers. Directly comparable to Straight Road as a high-SKU, catalog-driven authorized distributor with deep coverage of power, LED, and general electronic components.

Broad incumbents

• Arrow Electronics: Global broad-line electronic components distributor serving OEMs and contract manufacturers. Comparable to Straight Road as a large authorized distributor offering breadth, value-added services, and design-chain support in the same end-markets.
• Avnet: Global electronic component distributor with deep semiconductor and IP&E coverage. Comparable to Straight Road as a broad-line authorized distributor competing across the same authorized and value-added distribution channels.
• Future Electronics: Major global authorized distributor with strong relationships across power, LED, and semiconductor lines. Comparable to Straight Road as a broad-line authorized distributor serving technology customers worldwide.
• Suntsu Electronics: Parent company of Straight Road and a fast-growing US distributor combining authorized distribution, independent distribution, engineering services, and contract manufacturing. Directly comparable as the integrated platform under which Straight Road operates today.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/straight-road-electronics

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 Straight Road Electronics