FEATURE EMBEDDED SYSTEMS


TRIA: A COMPANY FOCUSED ON D EMBEDDED COMPUTING HA


Tria Technologies was established in July last


year, a company created from what was Avnet Embedded. However, rather than being a distributor, Tria designs and produces its own


products, something which offers huge benefits to its customers. Rachael Morling finds out more from Daniel Denzler, senior director, Business Line Management, Systems and Boards


HOW DID TRIA COME ABOUT? Tria was established in July 2024 as a unique company that is fully focused on designing and manufacturing embedded computing hardware and software, including custom solutions that complement the off-the-shelf products. The company was born from what was Avnet Embedded, which was the only Avnet business unit in embedded software and hardware design and manufacturing. Tria continues to work in tandem with its sister


companies within Avnet, such as Witekio and Avnet Displays, to satisfy customer needs together. In addition, Tria can leverage the strength of Avnet’s global sales and distribution network worldwide. We don’t compete: we complement. And that’s a big difference! At Tria we have in-house, world-class,


experts located across eight technology design and manufacturing campuses in Europe, plus extended design and manufacturing capabilities in North America and Asia. So, whether a customer needs off-the-shelf compute modules or complete, custom-built systems, OEMs around the world trust Tria to help them get their products to market.


WHAT DOES THE REBRANDING MEAN FOR THE COMPANY AND ITS CUSTOMERS? The momentum Tria has gained under its new brand is impressive. What’s helped make it a success is that the company has been able to clearly communicate its identity as a highly skilled, highly focussed, designer and manufacturer of embedded solutions – without any danger of being confused with what Avnet, one of the leading global players in distribution, brings to the table. The feedback Tria has already received from colleagues and customers – not only regarding its new identity but also its unique value proposition to customers, and the quality of products and services it is delivering – has been enthusiastic.


WHAT DOES TRIA OFFER TO OEMS? Tria helps OEMs embed compute capabilities into


48 DESIGN SOLUTIONS APRIL 2025


products of all shapes and sizes. From off-the- shelf compute modules to complete, custom- built systems. And with its in-house design and manufacturing team, coupled with a global footprint, Tria is uniquely positioned to support large multinational OEMs. OEMs are in a time of transition. They need to


reduce manufacturing complexity and risk while maintaining an ability to get products to market quickly. As a result, Tria is frequently asked to provide support for projects with a far wider scope for integrated compute board, design and manufacturing services than ever. Tria consolidated those capabilities to demonstrate its focus on reliability and long-term innovation, with a streamlined structure that accelerates manufacturing from design and prototyping through to mass production.


“What’s helped make it a success is that the


company has been able to clearly communicate its identity as a highly skilled, highly focussed, designer and manufacturer of embedded solutions”


Tria also offers the broadest range of chip


partners, including x86 and Arm options, plus the technical services and tools to help OEMs natively switch between the two. Moreover, most of its manufacturing is in Germany and Italy, which makes Tria highly accessible throughout Europe. The ability to apply expertise, and do so quickly, is a major advantage for customers.


And because Tria uses its own local facilities, it can maintain a strong focus on delivering high quality and competitive pricing. Tria customers range across a substantial


number of application areas, so the focus is on ensuring the company can support all of them with the same level of service. That said, Tria places a special focus on vertical segments,


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