Ascentae Announces Strategic Partnership with ReThink to Power the Future of Smarter Connectivity and BYOM Workspaces

Ascentae today announced a new distribution partnership with ReThink AV, providers of innovative connectivity and switching solutions designed to simplify collaboration in meeting rooms, classrooms, and professional AV environments. The collaboration forms part of Ascentae’s wider strategy to bring cutting-edge Bring Your Own Meeting (BYOM) solutions to market, enabling organisations to create seamless, user-friendly, and future-ready collaborative spaces.

With a comprehensive product range that includes USB-C and HDMI switchers, matrix systems, extenders, and smart accessories, ReThink’s solutions deliver effortless switching, hybrid-ready connectivity, and reliable performance. This allows teams to unlock the full potential of their environments, reducing complexity while enhancing productivity.

As organisations prepare for the forthcoming EU legislation mandating USB-C as the standard cable for all smartphones by December 2024 and laptops by April 2026, the need for AV systems to fully support USB-C has never been greater. For users, this standardisation means a single cable that “does it all”, carrying video, touch, power, camera, and audio , regardless of the screen brand or unified communications platform in use. ReThink’s product portfolio has been developed with this shift in mind, helping organisations future-proof their meeting spaces while dramatically simplifying the user experience.

Key products now available through Ascentae include:

• Kratos Switchers – USB-C & HDMI auto switchers with integrated conferencing support.
• Magni Matrices – Presentation-ready multi-view solutions for 4K switching.
• Osiris Extenders – High-quality signal transmission over Cat 6 cabling.
• UC SmartHub – A professional 3-port USB 3.0 auto-switcher for effortless device sharing.
  

“Adding ReThink to our portfolio is a natural step in Ascentae’s mission to deliver smarter connectivity to the workplace. Their innovative range of switchers, matrices, and extenders directly supports our BYOM strategy, giving organisations the flexibility and reliability they need to make hybrid collaboration seamless,” said Jon Knight, Managing Director of Ascentae. 

Carl Tomkins, Regional Sales Director at ReThink, added: “We’re delighted to be working with Ascentae as they share our vision for smarter connectivity. Their commitment to delivering BYOM-ready solutions to the market makes them an ideal partner to help organisations rethink how their workspaces operate.”

The partnership strengthens Ascentae’s growing BYOM portfolio, which already includes market-leading solutions in content sharing, intelligent AV, and workspace integration. Together, Ascentae and ReThink aim to simplify the way people connect, share, and collaborate in an increasingly hybrid world.