Starin, The Farm AV, and Toolfarm to operate in the US Together As Midwich

Starin, The Farm AV, and Toolfarm are now officially operating under the Midwich brand in the U.S., marking a major step in their shared mission to provide top-tier AV and technology solutions. This rebranding strengthens their ability to serve integrators, resellers, and technology professionals with Unified Communications & Collaboration (UC&C), Media & Entertainment, and Integrated Audio solutions, along with expanded services and recurring revenue opportunities. By bringing their expertise together, they aim to drive innovation, growth, and market expansion under one trusted global brand.

With this move, Midwich is reinforcing its presence in the U.S. AV market, offering a seamless experience and greater value to partners. CEO Bobby Swartz and Chief Strategy Officer Tom Sumner emphasize that this transition unlocks new opportunities for clients while maintaining the high level of support, service, and expertise that Starin, The Farm AV, and Toolfarm are known for. As Midwich continues to expand, they are committed to helping partners scale, innovate, and succeed in a rapidly evolving tech landscape.

Starin, The Farm AV, and Toolfarm are proud to announce that they will now operate under the global Midwich brand. This strategic alignment reflects the unified vision of these leading organizations to provide best-in-class technology solutions to their partners and clients.

The rebranding signifies the culmination of a collaborative journey between these industry innovators, streamlining resources and expertise under the Midwich Group’s umbrella. Together, they aim to provide unparalleled service and support to integrators, resellers, and technology professionals, enhancing their ability to address evolving market demands.

Bobby Swartz, CEO of Starin, who will remain CEO of the Midwich US business, expressed his enthusiasm for this transformative step:

“This is an exciting new chapter for Starin, The Farm AV, and Toolfarm. This alignment allows us to leverage our combined strengths, expand our capabilities, and deliver even greater value to our partners and customers. As part of a global leader in AV and technology solutions, we are uniquely positioned to drive innovation and support the growth of our industry. With our scale and expertise, we can help our partners innovate, grow, and unlock their potential – all with one trusted company.”

Midwich will continue to focus on building profitable revenue and market share across three hardware technology growth pillars in the US: Unified Communications & Collaboration (UC&C), Media & Entertainment, and Integrated Audio – complementing this portfolio with recurring revenue solutions and services.

“We are thrilled to officially bring the Midwich brand to the United States, marking a significant milestone in our journey as a global leader in the AV industry. The U.S. market is not only pivotal to our strategy but also presents unparalleled opportunities for innovation and growth,” stated Tom Sumner, Chief Strategy Officer, Midwich Group & CEO, North America. “With Starin, The Farm AV, and Toolfarm now united under the Midwich name, we are poised to deliver even greater value to our partners through our expertise and commitment to excellence. This represents the next exciting stage in our group’s branding, and we look forward to deepening our presence in one of the most dynamic and influential AV markets.”

Partners and clients can expect a seamless and unified experience as Midwich continues to prioritize their needs with a comprehensive range of key services during this active transition.