At the Engineering Design Show 2025, Electronic Specifier spoke to John Baxter, Executive Director Sales and Operations at Solsta, the headline sponsor of EDS 2025, about the distributor’s latest initiatives.
The discussion began with a reflection on the Solsta brand’s evolution, noting that the new brand was launched two years ago. Since its inception, Solsta has gained significant traction in the market, with its fresh branding being well received and now firmly established among customers and industry peers.
Baxter provided insights into the current state of the distribution market, describing it as generally static and challenging. He explained that while orders are coming in, they are matched by outgoing orders, resulting in a flat book-to-bill ratio and little backlog growth. This situation is largely attributed to a still-suppressed industrial market and lingering inventory in the supply chain, which is taking longer than expected to clear. Despite these challenges, Baxter noted that new product designs are continually emerging, with some now reaching production stages, signalling potential growth in select sectors.
The conversation highlighted specific industries where Solsta is witnessing notable activity, particularly in medical technology and defence. Both sectors are experiencing accelerated growth, driven in part by government investment rather than traditional sales cycles. Baxter emphasised that Solsta’s ambition for the year is to continue growing and to be recognised as a distributor with deep technological understanding. The company has introduced new product lines, such as Deepex – an AI acceleration device designed to enhance existing systems by enabling advanced AI protocols. Deepex has been well received, with successful seminars and demonstrations, and is expected to open opportunities in markets like security, video interaction, facial and object recognition.
Another significant addition to Solsta’s portfolio is the Sensitronics line, focused on high-rail and defence products. Baxter stressed the importance of not only acquiring new lines but also ensuring they are properly resourced and supported to fulfil commitments to partners and customers. Solsta’s technical team, including field application engineers and design engineers, plays a crucial role in supporting customers, running demonstrations, and helping clients leverage new technologies to differentiate their products and achieve market leadership.
The discussion also touched on technology trends, with IoT (Internet of Things) continuing to be a major focus. Customers are increasingly interested in connected products and in understanding how to monetise the data generated by IoT systems. Time-to-market considerations are also influencing design choices, with some customers opting for system-on-module (SOM) solutions that offer faster deployment and regulatory approvals, despite higher upfront costs.
Looking ahead, Solsta plans to leverage its robust line card by introducing existing and new technologies to its customer base, seeking growth through both established relationships and new opportunities at industry events like the Engineering Design Show (EDS).
To watch more from the show, visit our YouTube channel.
