ETC Group rebrands to Netceed, global telecom, digital infrastructure distributor

ETC Group, a global value-added distributor for the telecom network and digital infrastructure industries, on Mar. 27 announced its intent to rebrand the organization to the name Netceed.

Per a press release, with the move, the group’s brands will integrate into a singular organization across the globe including:

• USTC Corp, Walker, Comstar Supply, and Multicom in the U.S.;
• EuroTechnoCom in France;
• ETCP and iETC in Portugal;
• Comtec in the UK, Qatar, Oman, UAE, and Hong Kong;
• ILDC in Israel;
• DNT in the Dominican Republic;
• ETC Morocco Networks;
• ETC Germany Networks;
• Klonex-VCS in Poland;
• Tiba Produktions & Vertriebs GmbH in Austria.

The company's statement said the unification of the organization reflects the already well-established global reach and local expertise of the companies powered by ETC Group, now coalescing them under one global brand.

The transition process to the unified global Netceed brand is planned sequentially over six months, starting with the group's brands in the U.S., France, and the UK.

The new name, Netceed, paired with a bold and vibrant new brand design, embodies the company’s stated commitment "to shaping the future of global communication networks with agility, flexibility, and reliability. The dynamic and future-forward visual design channels the company’s focus on innovation and solidifies its dedication to delivering cutting-edge solutions with an unmatched level of telecom industry expertise," continued the press release.

Company profile

ETC Group, soon-to-be Netceed, was founded in 1993 by Cédric Varasteh, and is a value-added distributor of passive and active telecommunications equipment and tooling providing technical and logistics platforms and services for network deployment, upgrades, and maintenance, supporting technologies including FTTH, FTTx, HFC, Wi-Fi, 5G/mobile, and data center infrastructure.

With over 30 years of industry expertise, the company is backed by majority owner, international private equity firm, Cinven, with Cédric Varasteh and Carlyle Europe Technology Partners (CETP) holding significant minority stakes. ETC Group has over 1,250 employees across more than 40 locations that span 14 countries, and supports 15,500+ customers worldwide including major American and European cable operators and telecommunications service providers.

CEO Cédric Varasteh commented:

“Our group has transformed rapidly through acquisitions, organic growth, and Investor backing from Cinven and Carlyle Europe Technology Partners. This momentum and evolution into a singular impactful brand marks a huge milestone for our group and renews our one team, one vision, one goal mentality under the name Netceed.”

Of new branding, Lindsay Hittner, the company's director of marketing, remarked:

“This is a symbol of change, not just a change of symbol. Netceed’s evolved branding crystalizes the role we play in the industry as a leading global distribution telecoms specialist, while honoring the 30-year legacy of ETC Group. By keeping the letters ‘etc’ in our new name, we’re paying homage to the incredibly dynamic organization Cédric has built.”

The rebranding announcement follows on the heels of the company's appointment of Alper Turken, telecommunications executive, as to the role of deputy CEO, to lead global growth alongside Netceed CEO, Cédric Varasteh.

Turken stated:

“The timing of our rebrand aligns with our global integration. This group has the right mix of people, products, partnerships and processes and continues our unwavering dedication to unlocking value for our customers and partners on a global scale.”

Separately, the company also recently announced its acquisitions of BTV Multimedia and Amadys; both transactions are subject to customary regulatory approvals.

Netceed touts its comprehensive offering of 70,000+ products from close to 1,000 industry-leading suppliers, along with its value-added supply chain solutions, to support carriers’ seamless delivery of high-speed internet, video, data, and voice services to residential, business, and mobile users.

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