Custom Partners

What Custom Partners does

Custom Partners Distribution (legal entity) is a private B2B trade-only distributor of audio-visual, lighting control, and smart home technology products, headquartered in Plainview, New York, and operating since 1991. The company sells exclusively to registered custom installation professionals — including home theater installers, A/V specialists, security integrators, and smart home automation companies — and does not sell to end consumers. Pricing is gated behind a dealer login and is not publicly disclosed, indicating account-specific pricing arrangements and a curated dealer base.

The product catalog spans roughly 43+ manufacturers and covers A/V distribution (switchers, splitters, extenders, HDMI/HDBaseT), home theater components (receivers, amplifiers, projectors, speakers, subwoofers), whole-home lighting control (Lutron Caseta, Radio RA2, RadioRA 3), security and surveillance (cameras, NVRs/DVRs, Ring, Nest), networking infrastructure, bulk wire and connectors, mounts, racks, structured wiring, video-over-IP, video wall processors, and specialty categories such as mirror TVs and outdoor lighting. Brands distributed include Sonance, Lutron, Denon, Marantz, Monitor Audio, Russound, Definitive Technology, AV Pro Edge, Ring, Nest, Vivitek, Simplified Manufacturing, Xantech, Wavenet, and Americana Outdoor Lighting.

The business model is classic wholesale distribution: the company purchases from manufacturers and resells to dealers at marked-up prices through an e-commerce storefront requiring New Dealer Registration approval, supported by the EZ Returns program and a CEDIA trade-association membership. Revenue is generated almost entirely from hardware sales, with no disclosed services, software, subscription, or financing streams. The company serves dealers in the United States and Canada and has 11-50 employees, but no revenue, funding, or M&A activity is publicly disclosed; it operates as an independent, privately held firm with no identified institutional investors or parent entity.

Name

Custom Partners

Legal name

Custom Partners Distribution

Website

https://custompartners.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Plainview

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Distribution: Custom Partners generates revenue by purchasing products from manufacturers at wholesale/distributor pricing and selling to registered dealers at marked-up prices. They distribute a wide range of custom installation products including audio/video equipment, home theater components, speakers, lighting controls, security systems, networking equipment, and related accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Custom Partners is a trade-only B2B distributor that purchases audio/video equipment, lighting controls, networking, security, and smart home products from 40+ manufacturers at wholesale pricing and resells them to registered custom installation dealers and integrators at trade-specific prices. The company operates an e-commerce catalog platform with dealer account approval, and distributes brands including Lutron, Sonance, Denon, Marantz, Russound, Ring, Nest, and Monitor Audio for residential and commercial installation projects.

Product overview

Custom Partners Distribution is a B2B distributor and dealer platform for custom electronics and home automation products. The company offers a comprehensive portfolio spanning multiple product categories including audio/video distribution equipment (switchers, splitters, extenders), home theater components (receivers, speakers, projectors), whole-home lighting control systems (Lutron Caseta, Radio RA2, Radio RA3), security and surveillance systems, networking infrastructure, bulk wire and connectors, mounting solutions, and outdoor lighting. The product line includes distributed audio/video systems, remote controls, power protection, IR control products, structured wiring enclosures, video wall processors, and specialty items like mirror TVs and LED fixtures. Custom Partners serves professional installers and dealers across the custom installation industry, offering products from over 40 brands including Lutron, Sonance, Denon, Marantz, Russound, Ring, Vivitek, Simplified Manufacturing, Xantech, Wavenet, and Americana.

Differentiator

Problem solved

Functional benefit

Products and services

• Audio & Video Distribution Products A/V switchers, splitters, extenders/baluns for distributing audio and video signals across multiple zones or displays, sold to trade dealers for custom installation projects.
• Home Theater & Audio Components A/V receivers, multi-channel amplifiers, network audio players, turntables, and separates for home theater systems, distributed from brands such as Denon and Marantz.
• Speakers & Subwoofers Bookshelf, in-ceiling, in-wall, outdoor, invisible, and commercial speakers along with subwoofers, including 192 Monitor Audio products and Sonance architectural speakers.
• Lighting Control Systems Whole-home and commercial lighting control including Lutron Caseta, Radio RA2, and RadioRA 3 systems with dimmers, keypads, processors, and repeaters.
• Security & Surveillance Security cameras, DVRs, NVRs, IP dome cameras, surveillance accessories, and complete kits including Ring products and Nest smart home security devices.
• Networking & Infrastructure Cable modems, network switches, wireless access points, and POE accessories for connected home and commercial AV/IT systems.
• Bulk Wire & Connectors Audio cables, Cat 6 cable, coaxial/CCTV/video cable, fiber optic cable, plenum cables, speaker cable, RGB mini coax, and connectors including Wavenet bulk wire products.
• Mounts & Brackets TV mounts, projector mounts, flat panel mounts in small/medium/large/x-large sizes, and iPad/iPod mounts for residential and commercial installations.
• Distributed Audio & Video Systems Multi-room audio and video systems, in-wall volume controls, keypads, speaker selectors, and multi-room accessories for whole-home distribution, including Russound systems.
• Projectors & Screens Home theater projectors and fixed projector screens for dedicated viewing rooms, including Vivitek projectors across home theater and large venue ranges.
• Remote Controls Universal remote controls, LCD touch panels, and software licenses for home automation control systems.
• Outdoor Lighting Outdoor lighting fixtures, transformers, bulbs, and accessories including MR16 uplights, LED pathlights, and Americana outdoor lighting products.
• Video Over IP Video over IP distribution solutions for commercial and residential installations, including AV Pro Edge extenders, distribution amplifiers, switchers, and scalers.
• Structured Wiring & Racks Structured media enclosures, equipment racks, rack shelves, and accessories for organizing home network and AV infrastructure.
• EZ Returns Dealer Program Dealer convenience returns program supporting operational flexibility for custom installation businesses handling project-based procurement.

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

Eleven partnerships are on record, tiered core, major and minor.

• Sonance (Dana Innovations)coreChannel Partner/ Reseller/ DistributorSonance (operating as Dana Innovations) is recognized as an industry leader in architectural and invisible speakers. The brand has received multiple CEDIA awards including Hall of Fame recognition and eight Best New Product awards. Custom Partners distributes Sonance products as a key brand in their portfolio.
• LutroncoreChannel Partner/ Reseller/ DistributorLutron is a leading manufacturer of light control products including Caseta and RadioRA systems. The company serves residential and commercial markets with products ranging from individual dimmers to complete building control systems. Custom Partners offers Lutron Caseta, Radio RA2, and RadioRA 3 product lines.
• AV Pro EdgemajorChannel Partner/ Reseller/ DistributorAV Pro Edge manufactures audio/video distribution products including extenders, distribution amplifiers, switchers, scalers, and control solutions. The company is noted as a full adopter of HDMI, HDBaseT, and HDCP standards and was the first to offer 18Gbps 4K products.
• RussoundmajorChannel Partner/ Reseller/ DistributorRussound offers multi-room audio and video distribution systems, amplifiers, and home theater components including multi-zone controllers, streaming solutions, and commercial audio equipment.
• DenonmajorChannel Partner/ Reseller/ DistributorDenon is a premium manufacturer of A/V receivers, amplifiers, and home theater components. Custom Partners distributes Denon's full line of consumer and custom installation audio/video products.
• MarantzmajorChannel Partner/ Reseller/ DistributorMarantz is a premium audio brand manufacturing A/V receivers, amplifiers, and home theater components known for high-fidelity sound reproduction.
• Monitor AudiomajorChannel Partner/ Reseller/ DistributorMonitor Audio is a British manufacturer of premium speakers including in-wall, in-ceiling, bookshelf, floor-standing, and outdoor models. Custom Partners offers 192 Monitor Audio products through their catalog.
• Definitive TechnologymajorChannel Partner/ Reseller/ DistributorDefinitive Technology manufactures high-performance speakers and home theater systems including tower speakers, subwoofers, and architectural speakers.
• RINGmajorChannel Partner/ Reseller/ DistributorRing offers video doorbells, security cameras, and home security systems. Custom Partners distributes Ring security and surveillance products including floodlight cameras.
• NestmajorChannel Partner/ Reseller/ DistributorNest (Google) manufactures smart home products including thermostats, cameras, doorbells, and smoke detectors. Custom Partners offers Nest products as part of their smart home offering.
• CEDIAminorOthersCEDIA (Custom Electronics Design and Installation Association) is the industry trade organization for custom installation professionals. Custom Partners maintains membership in CEDIA, indicating their focus on serving the professional installation trade.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Volutone: West-Coast U.S. distributor of residential and commercial AV, lighting, and smart-home products to custom installers. Same trade-only B2B model and similar premium-brand mix.
• Worthington Distribution: Distributor of AV, lighting, and custom-install products to professional integrators in the U.S. Overlapping channel model and brand relationships.
• SES Distributors: Distributor of residential and commercial AV, security, and networking products serving custom installers. Comparable customer profile and product categories to Custom Partners.
• Wave Electronics: Trade-only AV and smart-home distributor serving residential and commercial integrators across the U.S. Same dealer-registration B2B model and overlapping brand portfolio (Lutron, Sonance, Denon, etc.).
• Capitol Sales: U.S. distributor of AV, networking, and custom-install products targeting system integrators. Near-identical business model and product overlap (Lutron lighting control, premium audio, structured wiring).
• AVAD: Specialty distributor of residential and commercial AV, lighting, and custom-install products to professional integrators. Competes head-to-head with Custom Partners for the same installer customers and brands.
• ADI Global Distribution: Largest North American wholesale distributor of low-voltage AV, security, fire and smart-home products to dealers and integrators. Directly comparable channel model serving the same custom-installation and security-installer base as Custom Partners.
• Petra Industries: Wholesale distributor of consumer electronics, custom-install, and security products to dealers and integrators. Overlapping catalog and dealer base, though broader in scope than Custom Partners.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/custompartners
• LinkedInlinkedin.com/company/custom-partners

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 Custom Partners