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MetraAV Rebrands as Ethereal 

New name part of an effort for the company to reconnect with its roots.

MetraAV rebrands as Ethereal

MetraAV is updating its company name to Ethereal as part of an effort to reconnect with its roots. The company was originally conceived as Ethereal Home Theater in 2001. Its parent company, Metra Electronics, has been in business for more than 75 years and tapped into its expertise in car audio connectivity to create this separate entity, specifically for HDMI products and home theater systems.

The Ethereal company, which has grown to currently include Velox, Helios, Big Dog Power, and Ethereal product lines, will continue to offer the same quality products and customer service that customers have come to expect. The company’s commercial catalog consists of HDMI electronics, including repair tools, extenders, splitters, and switches, along with converters, IR kits, HDMI cables, audio cables, patch cables, innovative power distribution products, bulk wire, and much more for both residential and commercial installations.

Ethereal will begin the new brand rollout this month with an updated logo and will launch a new website later this year. The brand will attend its first industry tradeshow event under the new name at the 2023 Integrated Systems Europe (ISE) conference from January 31 through February 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 innovations in power distribution from Big Dog Power, HDMI extenders, a line of distributor-focused architectural and outdoor speakers from Adept Audio, and more.

For more information on Ethereal’s new products, visit