In a world where complexity increasingly touches every aspect of our daily lives, our innovations will lead in bringing care and simplicity to people. Our brand promise “simplicity” encapsulates our commitment to intimately understand the needs and aspirations of consumers and customers in order to deliver innovative solutions that are advanced and easy to experience.
The brand “Sanford” is owned and operated by SOUTH FIELD Group head quartered in Dubai. The Group's principal activities with related to Sanford are designing, manufacturing, assembling, importing, exporting and retailing of electronics and home appliances. The manufacturing and assembly operations are carried out at facilities owned by the SOUTH FIELD Group installed at Malaysia, China and Hong Kong.
Sanford Hong Kong Holdings based at Hong Kong is the regional division responsible for the design, manufacturing and assembly operations at Malaysia, China and Hong Kong.
Sanford Holding (Middle East) FZE based at Jebel Ali Free Zone in Dubai is the regional head quarters of the company, for its Middle East and Africa operations. Sanford Holding (Middle East) FZE has seventeen subsidiary companies under it for the distribution of Sanford products spread across the GCC.
Its establishment in the year 2004, Sanford has achieved a considerable market share in its target segment within the industry. Sanford offers the industry's most comprehensive range of Electronics and Home Appliance products. Sanford products are known for their quality, scalability, ease of use and innovative technology. We listen carefully to our customers and work with them to ensure they receive the best products and service to fulfill their technology needs.
TOUCHING YOUR LIFE EVERYDAY
We put our end users in front and center of product innovations starting with understanding their needs and aspirations. We use best-in-class research facilities and agencies to validate and ensure that our product innovations are designed around people’s needs and aspirations, easy to experience and touch your life every day.