HOLLY HILL, Fla.—MetraAV is updating its company name to Ethereal as part of an effort to reconnect with its roots.
The company explains that originally it was conceived as Ethereal Home Theater in 2001. Its parent company, Metra Electronics, has been in business for more than 75 years and it has extensive roots in the car audio connectivity industry and it went on to create this separate entity specifically for HDMI products and home theater systems.
Over the years, the company continues, the Ethereal company, which has grown to include Velox, Helios, Big Dog Power, and Ethereal product lines, will continue to offer the same products and customer service that customers have come to expect. The company emphasizes that its commercial catalog consists of HDMI electronics, including repair tools, extenders, splitters and switches, along with converters, IR kits, HDMI cables, audio cables, patch cables, power distribution products, bulk wire, and much more for both residential and commercial installations.
Ethereal will begin a brand new rollout in January 2023 with an updated logo and it will launch a new website later this year. The brand will attend its first industry trade show event under the new name at the 2023 Integrated Systems Europe (ISE) conference from Jan 31-Feb 3, at the Fira de Barcelona’s Gran Via venue. Ethereal will be at booth 2L220 with 8K solutions, Velox premium audio and HDMI cables, new solutions in power distribution from Big Dog Power, HDMI extenders, a line of distributor-focused architectural and outdoor speakers from Adept Audio, and more on display.