Midwich APAC
Midwich APAC is a trade-only value-added distributor of professional AV, IT, and UC&C products, serving channel partners and integrators across Australia, New Zealand, and parts of Southeast Asia with 50+ premium vendor brands.
- Company typePrivate
- Founded1998
- HeadquartersChatswood, Australia
- Headcount—
- GTM typeB2B
- OfferingServices
What Midwich APAC does
Midwich APAC (operating as Midwich Australia Pty Ltd) is the Asia-Pacific distribution arm of UK-listed Midwich Group Plc, structured as a trade-only value-added distributor of professional AV, IT, and unified communications and collaboration (UC&C) products. Headquartered in Chatswood, NSW, with additional offices in Melbourne and Brisbane, the business serves channel partners and integrators across Australia, New Zealand, and parts of Southeast Asia, supplying 50+ premium brands including Samsung, Sony, LG, NEC, Epson, Barco, BrightSign, Planar, Yealink, and INOGENI. The company deliberately does not sell to end users; its go-to-market is built around integrators, resellers, and AV/IT service providers that design and deploy solutions for end customers in retail, leisure and hospitality, healthcare, education, corporate/enterprise, and government verticals. Noteworthy downstream deployments supported via channel partners include the QUT $94.4M Education Precinct, the All Blacks Experience in New Zealand, Queensland Emergency Operations Centre, Tabcorp, Auckland Transport, and Harbord Diggers Sydney.
The business operates a B2B distribution model with multiple revenue mechanics: product margin on hardware resale, extended warranty revenue through the Protect+ program, project support and configuration services, and channel enablement (training, marketing, financing). Channel terms include a minimum annual trading account spend of $2,000 and a MAP pricing policy intended to preserve integrator margin discipline. The operating structure spans finance, logistics, management, product sales, support, and marketing functions, run by approximately 30 staff under APAC Managing Director Dan Fletcher and APAC Chairman Michael Broadbent.
The business is positioned as a category specialist rather than a logistics commodity distributor, evidenced by the breadth of vendor authorizations, technical pre-sales support, and vertical-specific case studies. Competitive differentiation rests on the ability to consolidate multi-vendor procurement for channel partners, layer warranty and project services on top, and protect partner economics via MAP policy. Constraints to flag for diligence include limited public revenue disclosure, modest headcount relative to total brand count, the absence of proprietary AI/ML capability, and dependence on the strategic priorities and capital allocation of the UK-listed parent.
Midwich APAC firmographics
Firmographics- Name
- Midwich APAC
- Legal name
- Midwich Australia Pty Ltd
- Website
- https://midwich.com.au
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Short description
- Midwich APAC is a trade-only value-added distributor of professional AV, IT, and UC&C products, serving channel partners and integrators across Australia, New Zealand, and parts of Southeast Asia with 50+ premium vendor brands.
- Ownership category
- akta.pro rank
Midwich APAC industry classification
Industry- Product category
- Professional AV Distribution
- akta.pro primary industry
- Commercial/Pro AV & Home Theater (Prosumer) Retail (CRACAEAL)
Keywords
Where Midwich APAC is headquartered
LocationHeadquarters
- HQ city
- Chatswood
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Midwich APAC business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Distribution: Revenue generated through distribution margins on AV, IT, and UC&C products sold through channel partners and integrators. Products include commercial displays, digital signage, video conferencing, projection, and AV over IP solutions.
- Extended Warranty (Protect+): Extended warranty and maintenance services providing additional revenue stream on hardware products
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Standard Trade Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Midwich APAC product offering
Product offeringCore offering
Midwich APAC is a trade-only distributor of professional audio-visual, document, and display technologies, operating across Australia and New Zealand as part of Midwich Group Plc. The company distributes 50+ premier global AV brands including Samsung, Sony, LG, NEC, Epson, Barco, BrightSign, Planar, Yealink, INOGENI, Vaddio, Turtle AV, and Uniguest, serving AV/IT/UC&C channel partners and integrators.
Product overview
Midwich APAC is a trade-only distributor of audio, video, and data distribution and display technology, operating as part of Midwich Group Plc with over 40 years of industry expertise. Rather than offering a unified software platform, the company distributes an extensive portfolio of premier AV and UC brands including BrightSign (digital signage media players), INOGENI (video conferencing mixers and converters), Vaddio (PTZ cameras and AV solutions), Yealink (unified communication devices), Turtle AV (Dante AV-over-IP solutions), Uniguest (digital signage and IPTV platforms), Terracom (audio-over-IP systems), TeamMate (technical furniture), and multiple display brands (Samsung, LG, Sony, Planar). The offering also includes Protect Plus+ extended warranty services, online training programs for BrightSign BA:Connected software, project support services, and an e-commerce store. The distributed products span categories including digital signage, video conferencing, AV-over-IP distribution, professional displays, mounting solutions, audio systems, and technical furniture, allowing Midwich to serve verticals such as retail, healthcare, education, hospitality, and public sector through its channel partner network.
Differentiator
Problem solved
Functional benefit
Brands
- Protect Plus: Extended warranty and maintenance service program offered by Midwich Australia for AV products.
Products and services
- BrightSign Digital Signage Players Digital signage media players and networking solutions including HD224 (standard digital signage media player) and HD1024 (enhanced performance player for large-format displays and edge-blended projections) for commercial AV installations.
- INOGENI Video Conferencing Solutions Video conferencing mixers, switchers, and converters including TOGGLE (USB 3.0 BYOM switcher), TOGGLE USB 3.0 PRO (intelligent BYOM switcher), 4KX-PLUS (Ultra HD to USB 3.0 converter for Cisco Webex Room Series), and SHARE2U (dual-source mixer) for professional AV and UC applications.
- Vaddio Professional AV Cameras and Solutions PTZ cameras and professional AV solutions including HuddleSHOT (all-in-one conferencing camera with 125-degree wide FOV), AV Bridge 2x1 (networked A/V mixing device), RoboSHOT NDI (PTZ camera with NDI streaming), AV Bridge CONFERENCE (HD media streaming solution), and EasyIP Ecosystem (AV-over-IP conferencing system) for unified communication applications.
- Yealink Unified Communication Solutions Unified communication and collaboration solutions including MeetingBar A50 (all-in-one video bar with AI features for medium to large meeting rooms) and MeetingBoard Pro (all-in-one video conferencing and smart whiteboard solution) for the modern workplace.
- Samsung Commercial Displays Commercial display solutions including digital signage, QLED displays, video wall displays, and professional TV products such as the QM98C series for retail, corporate, and public sector deployments.
- Sony Professional Display and Projection Solutions Professional display and projection solutions including laser projectors and professional displays for commercial installations, large venues, and enterprise environments.
- LG Commercial Displays and Digital Signage Commercial display solutions including digital signage, interactive displays, and video walls for retail, corporate, education, and public sector applications.
- Planar Display and LED Video Wall Solutions Professional display solutions including LED video walls, LCD displays, and interactive touch displays including Leyard LED technology for mission-critical installations such as the QUT LED Sphere.
- Epson Professional Projectors Projectors and display solutions for education, business, and large venue applications including interactive and laser projector models.
Quantifiable outcome
- Distributor of the Year APAC 2023 at Inavate Awards
- +1 more outcomes
Companies that use Midwich APAC
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles2 records
Midwich APAC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature2 records
Midwich APAC partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core.
- YealinkcoreNew distribution partnership announced January 2026 for Australia. Partnership focuses on delivering complete end-to-end UC solutions for the modern workplace, expanding Midwich's UC and Audio portfolio. Yealink provides IP phones, video conferencing systems, headsets and speakerphones. Midwich provides Australian partners with access to Yealink's Microsoft Teams Room portfolio, solution design support, technical support, and dedicated channel resources.
- INOGENIcoreDistribution partnership covering Australia and South East Asia for INOGENI video conferencing products. INOGENI offers smart pro AV solutions including mixers, switchers and converters compatible with Poly, Huddly, Zoom, Microsoft and Google Meet. Partnership began in New Zealand in 2021 and expanded to Australia and SEA in April 2023.
- Pro AV SolutionscoreLong-standing partnership with Pro AV Solutions, a major Australian AV integrator. Pro AV Solutions voted Midwich as their Distribution Partner of the Year 2024. Worked together on major projects including QUT Sphere installation and All Blacks Experience.
- BrightSigncoreLong-standing distribution partnership for BrightSign digital signage players. BrightSign players power major installations including All Blacks Experience (66 players across 10 zones) and QUT Sphere installation.
- Leyard (Linso)corePartnership with Leyard company for LED display technology. Leyard supplied the 5-meter LED Sphere and LED MultiTouch video wall for QUT's $94.4 million Education Precinct.
- SamsungcoreDistribution partnership for Samsung commercial displays and professional TV products including the QM98C series featured on homepage.
- SonycoreDistribution partnership for Sony professional display and projection solutions.
- LGcoreDistribution partnership for LG commercial displays and digital signage solutions.
- NECcoreDistribution partnership for NEC display and projection technology solutions.
- EpsoncoreDistribution partnership for Epson professional projectors and display solutions.
- BarcocoreDistribution partnership for Barco visualization and collaboration solutions.
- PlanarcoreDistribution partnership for Planar professional display and LED video wall solutions.
- VaddiocoreDistribution partnership for Vaddio PTZ cameras, professional AV solutions, and unified communication products.
- UniguestcoreDistribution partnership for Uniguest digital engagement, digital signage, and IP video technology including eStream, MediaStar, Onelan, Reserva, and Tripleplay platforms.
- DatapathcoreDistribution partnership for Datapath video wall controllers and display solutions including Fx4 and Hx4 products.
- TerracomcoreDistribution partnership for Terracom audio-over-IP solutions including IP speakers, paging systems, and network audio management.
- HuddlycoreDistribution partnership for Huddly AI-powered video conferencing cameras.
- TeamMatecoreDistribution partnership for TeamMate technical furniture solutions including VariHite screen stands, EVOLVE Wayfinder kiosks, and presentation systems.
- Turtle AVcoreDistribution partnership for Turtle AV Dante AV-A and H.265/HEVC AV over IP solutions including Chazy 4K and DARWIN HD product families.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Midwich APAC competitors and assessment
Company assessmentBroad incumbents
- TD SYNNEX: Global IT distributor formed through Tech Data + SYNNEX merger, with ANZ operations distributing commercial AV, UC&C, and digital signage lines alongside a much broader IT catalog — overlap with Midwich APAC in commercial displays, video conferencing, and AV peripherals.
- Ingram Micro ANZ: Global IT distributor with substantial ANZ presence carrying commercial AV, collaboration, and unified communications brands. Broader portfolio than Midwich APAC, but directly overlaps at the integrator/reseller level for many of the same categories.
- Anixter Australia / Wesco: Global network-and-AV distributor with ANZ operations carrying network infrastructure, security, and commercial AV lines. Competes with Midwich APAC for integrator business in AV/IT convergence and large enterprise deployments in Australia.
- Dicker Data: Largest ASX-listed IT distributor in Australia, distributing enterprise hardware, software, and increasingly AV / collaboration products. Overlaps with Midwich APAC in displays, video-conferencing accessories, and commercial IT-channel distribution across ANZ.
Others
- Midwich Group Plc (UK parent): UK-listed global parent of Midwich APAC; not an external competitor but operates the same trade-only AV distribution model in EMEA and is now part of DCC Group. Relevant context for understanding the corporate structure, capital, and strategic direction that frames Midwich APAC's operations.
- Exertis / DCC Technology: DCC's technology division, into which Midwich Group (and therefore Midwich APAC) was rolled following the 2024 acquisition. Operates parallel AV/IT distribution businesses across Europe and the UK, making it a sibling-entity benchmark rather than a direct ANZ competitor.
Direct peers
- Amber Technology: Australia and New Zealand's longest-standing specialty Pro-AV distributor, offering comparable premier AV brand portfolios (including some of the same vendors as Midwich APAC) to integrators across the same verticals — retail, education, government, broadcast, and corporate.
- Jands: Australian-owned AV distributor and integrator covering Pro AV, lighting, audio, and staging — serves the same trade-channel integrator base and overlaps directly with Midwich APAC's brand portfolio and customer verticals across ANZ.
- Milestone AV Technologies: ANZ-distributed Pro AV brand portfolio (including Chief, Da-Lite, Sanus, Projecta) that competes with Midwich APAC's mounting, projection, and display brands for integrators' brand allocations across similar verticals.
- Audio Visual Distributors (AVD): Australian specialty AV distributor focused on commercial displays, digital signage, and professional video solutions. Comparable to Midwich APAC as a trade-only distributor serving the same integrator and reseller channels in ANZ.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Midwich APAC social profiles
Digital presenceMidwich APAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midwich APAC leadership team
Management profileNumber of profiles
Profiles7 records
Midwich APAC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midwich APAC 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 APAC
What does Midwich APAC do?
Midwich APAC is a trade-only distributor of professional audio-visual, document, and display technologies, operating across Australia and New Zealand as part of Midwich Group Plc. The company distributes 50+ premier global AV brands including Samsung, Sony, LG, NEC, Epson, Barco, BrightSign, Planar, Yealink, INOGENI, Vaddio, Turtle AV, and Uniguest, serving AV/IT/UC&C channel partners and integrators.
Is Midwich APAC a public or private company?
Midwich APAC is a private company. It is classified as corporate owned and is currently operating.
When was Midwich APAC founded?
Midwich APAC was founded in 1998.
Where is Midwich APAC based?
Midwich APAC is headquartered in Chatswood, Australia, in the Oceania region.
How does Midwich APAC make money?
Two revenue lines are on record. Product Distribution is the primary driver. The others are extended Warranty (Protect+).
Who are Midwich APAC's main competitors?
Broad incumbents on record are TD SYNNEX, Ingram Micro ANZ, Anixter Australia / Wesco and Dicker Data. Others are Midwich Group Plc (UK parent) and Exertis / DCC Technology. Direct peers are Amber Technology, Jands, Milestone AV Technologies and Audio Visual Distributors (AVD).
Does Midwich APAC have an API?
No public API is recorded for Midwich APAC.
What industry is Midwich APAC in?
Midwich APAC's product category is Professional AV Distribution. Its primary akta.pro industry code is CRACAEAL, Commercial/Pro AV & Home Theater (Prosumer) Retail.