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 SANFORD MIDDLE EAST DWC head quartered in Dubai. The Group's principal activities 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 SANFORD in Malaysia, China and Hong Kong.

SANFORD MIDDLE EAST DWC recently opened its own massive yard to house its products with an added capacity to accommodate various range of products. It has also added a palatial office complex and a mini showroom for the visitors and customers to choose and select from the available product variety.

SANFORD MIDDLE EAST DWC based at Dubai World Central, Dubai is the regional head quarters of the company, for its Middle East and Africa operations. Sanford DWC has seventeen subsidiary companies under it for the distribution of Sanford products spread across the GCC.

Since 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 services to fulfill their technology needs.


ENTERTAINMENT COLLECTIONS : Bluetooth Home Theatre, LED & LCD TV, Home Theatre, Microphone, Pocket Radio, Radio Cassette Recorder, Satellite Receiver, Speakers, Sub Woofer.

WHITE GOODS : Air Conditioner, Air Cooler, Chest Freezer, Refrigerator, Steam Cleaner, Vacuum Cleaner, Water Dispenser, Washing Machine.

HOME APPLIANCES : Alarm & Digital Clock, Dry Iron, Garment Steamer, Insect Killer, Oil Heater, Steam Iron, Telephone, Wall Clock.

ELECTRIC COLLECTIONS : Extension Socket, Ventilation Fan, Power Bank.

KITCHEN COLLECTIONS : Barbeque Maker, Cooker Range, Range Hood, Cooker Hood, Coffee Maker, Coffee Grinder, Crepe Maker, Deep Fryer, Doughnut & Biscuit Maker, Electric Oven, Halagon Oven, Electric Kadai, Electric Kettle, Food Chopper, Food Steamer, Gas Hob, Gas Stove, Grill Toaster, Sandwich Maker, Grinder Mixer, Hand Mixer, Hot Plate, Induction Cooker, Blender, Citrus Juicer, Kitchen Scale, Microwave Oven, Meat Grinder, Pizza Maker, Popcorn Maker, Rice Cooker, Roti Maker, Stand Mixer, Vacuum Flask, Waffle Maker, Cake Maker, Qudeadilla Maker, Arepa Maker, Samosa Maker.

LUMINOUS COLLECTIONS : Army Series, Army Plus, Classic Series, Black Pearl, Emergency Lantern, Energy Saving Lamp, Platinum, Rechargeable LED Bulb, Submarine

PERSONAL GADGETS : Facial Sauna, Hair Clipper, Hair Trimmer, Hair Dryer, Hair Straightener, Hair Styler, Massager, Lady Epilator, Lady Shaver, Men Shaver, Personal Scale.

OFFICE : Calculator.


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.