Specialism: AV
Key vendors: Philips (PPDS), LianTronics, BOE, i3 CONNECT, DynaScan, BTech, Netgear, Adder
Headcount: 25
Active UK reseller/MSP base: 600 resellers
This trade-only AV distributor is betting big on helping resellers boost LED adoption in the next 12 months, MD Paul Midwood tells us (see quickfire Q&A below).
Founded in 2020, Tewkesbury-based Solstice AV recently welcomed in a new Marketing Director and COO/CFO in the respective forms of Louise Abbey and Chris Ball. It currently claims to have 25 staff.
It counts Philips and Netgear among its vendor allies.
“We’re proud to be a distributor”
Quickfire QA& with Solstice CEO Paul Midwood
What’s your top priority over the next 12 months?
Accelerating LED adoption to help resellers make more margin and grow their business. We see LED, immersive display and creative visual solutions as the biggest growth opportunity in the channel. Our priority is equipping more resellers with the tools, training and marketing support to win in this space.
What’s the most under-rated facet of your business?
Our wrap-around service. We don’t just ship product, we design solutions, manage logistics, provide installation support, and help with reseller marketing. That complete package gives resellers the confidence to take on bigger projects, knowing they’ll be delivered seamlessly.
Name a vendor or technology area that’s been a hit for you in 2025
LED, especially all-in-one solutions, have been a standout. They’re simple to deliver and offer resellers stronger margins than traditional display. Immersive LED and XR-style projects are also gaining traction, creating even higher-value opportunities.
Are you expecting to grow in this calendar year?
We’re already tracking ahead of plan and outperforming wider channel trends. In just five years we’ve achieved year-on-year growth by setting bold goals, and meeting them. Our strategy is simple: hire the best talent, invest in scalable systems and expand our vendor partnerships.
What distribution news story most grabbed your attention in 2025?
The wave of consolidation among major distributors. It highlights the space for independents to thrive by being agile, more personal and laser-focused on adding value for resellers.
3 of the 4 largest companies in this report have changed ownership in the last 12 months. What does that say about the market?
It shows the market is consolidating and maturing, with investors chasing scale and global reach. That underlines how competitive and fast-moving distribution has become. But it also signals an opportunity: while the largest players focus on volume, specialist distributors can win by being faster, closer to resellers and more agile. In a year dominated by mergers and acquisitions, differentiation and service will be the real markers of success.
How do you feel that one company featured in this report took out a full-page New York Times ad in March blasting the term ‘distributor’?
We don’t think the word is the problem – we’re proud to be a distributor. The real issue is when the role is reduced to shifting boxes. Distribution, done properly, is about solving problems, opening opportunities, and helping resellers grow. That’s the version we believe in and deliver every day.
On a scale of 1-10, how optimistic are you about the IT distribution market right now?
The market is under pressure – supply chains remain unpredictable, costs are rising, and consolidation is reshaping the landscape. But against that backdrop, the opportunity for distributors to add real value has never been greater. Demand for LED, immersive environments and creative AV solutions is growing fast, and resellers are looking for partners who can help them differentiate. With the right focus, distribution isn’t just keeping pace with the market, it’s helping to shape its direction.
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