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MetraAV Announces Its Rebranding To Ethereal

Ethereal will make its rebrand debut at this year's ISE

In an effort to reconnect with its roots, MetraAV is updating its company name to Ethereal®, as the company was originally conceived as Ethereal Home Theater in 2001. Metra Electronics, its parent company, has been in business for more than 75 years and used its expertise in car audio connectivity to create this separate entity.

The Ethereal company, which has grown to include Velox®, Helios®, Big Dog Power®, and Ethereal ® product lines today, 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 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 innovations 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. Information about Ethereal’s newest products can be found at


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