What is the new brand Tria standing for?

Avnet Embedded, a global leader in providing embedded technology solutions, announced a significant rebranding initiative, introducing Tria as its new identity. This shift is more than just a name change; it signals a strategic evolution in how the company approaches its market, its customers, and the future of embedded solutions. Below, we’ll explore what this rebranding means for existing and potential customers.

Why Rebrand to Tria?

The rebranding to Tria reflects Avnet Embedded’s desire to reposition itself in the rapidly evolving landscape of embedded solutions. The name "Tria" derives from the Latin word for "three," symbolizing the three pillars of the company’s approach: Hardware, Software, and Services. This new identity allows the company to present itself not only as a supplier of products but as a comprehensive partner in delivering end-to-end embedded solutions.

Press release

What Changes for Customers?

While the rebranding represents a change in name and positioning, the core strengths, and offerings that customers have come to rely on from Avnet Embedded remain. However, Tria is designed to introduce enhanced capabilities, customer-centric innovations, and a stronger emphasis on solutions that cater to a diverse range of industries. Here’s how customers stand to benefit from this change:

About Tria

Enhanced Focus on Solutions

Under the Tria brand, there will be an increased emphasis on providing comprehensive solutions rather than just products. The new brand focuses on delivering integrated solutions in hardware, software, and services—enabling customers to streamline their development processes, reduce time-to-market, and build more sophisticated and efficient embedded systems.

Tria solutions

More Customization and Flexibility

One of the key pillars of Tria is customization. Embedded solutions often require specific configurations, and Tria aims to offer more flexibility in design and implementation. Customers can expect greater collaboration on bespoke solutions tailored to their needs, leveraging both hardware expertise and embedded software design.

Tria custom HMI

Access to Cutting-Edge Technologies

As Tria, the company is doubling down on its commitment to innovation. Customers will gain more direct access to cutting-edge technologies, including advancements in artificial intelligence, machine learning, and Internet of Things (IoT) integration. With the embedded systems market evolving rapidly, customers will benefit from staying at the forefront of technological advancements, allowing them to remain competitive.

Streamlined Services

Along with embedded hardware and software, Tria promises to provide a more streamlined service offering. These services range from engineering and design support to after-sales service and lifecycle management. With the company's shift to solutions-oriented services, customers will find that they have better support in areas like system integration, which can enhance product performance and longevity.

Tria services

Continuity of Expertise and Reliability

Even though Avnet Embedded has rebranded as Tria, customers can rest assured that the foundational elements of expertise, reliability, and support remain unchanged. The same teams of engineers, designers, and customer support specialists are still in place, ensuring a smooth transition for customers who have already built relationships with the company.

Technologies & systems

Global Supply Chain and Partnerships

As part of Avnet, one of the largest global distributors of electronic components, Tria benefits from the backing of Avnet’s vast supply chain network and strategic partnerships. Customers will continue to have access to Avnet’s comprehensive global distribution network, ensuring timely delivery and competitive pricing of components and systems.

Avnet supply chain solutions

Long-Term Product Support

For existing customers, any concerns about continuity in product support or warranties are mitigated by the fact that Tria retains the backing and resources of its parent company, Avnet. Customers will continue to receive the same level of product support, warranties, and guarantees they had with Avnet Embedded, with an expanded focus on ensuring long-term sustainability of their solutions.

A Stronger Focus on Sustainability

With the transition to Tria, sustainability is becoming a core focus. As companies across industries move toward more environmentally friendly and sustainable practices, Tria is positioning itself as a partner that can support these goals. From offering energy-efficient embedded systems to lifecycle management solutions that minimize waste, Tria aims to help customers achieve both technological and environmental objectives.

Esbach sustainable factory

Looking Ahead: The Future with Tria

The rebranding of Avnet Embedded to Tria signifies a new chapter, one that promises to bring more tailored solutions, a focus on emerging technologies, and a commitment to customer success in a dynamic, evolving market. For customers, this transformation will likely result in greater efficiency, better integration of technologies, and enhanced service offerings that provide value at every stage of the embedded solution lifecycle.

In summary, Tria represents not only a name change but a significant shift in how the company approaches its customers and its market. With an increased focus on providing integrated hardware, software, and service solutions, Tria is well-positioned to offer customers more flexibility, cutting-edge technologies, and reliable long-term support.