SFM
SFM is a Canadian trade-only distributor of professional audiovisual equipment, selling global AV brands to integrators and IT resellers across corporate, education, government, live events, retail, hospitality, healthcare, and residential markets. A wholly owned subsidiary of Midwich Group plc since 1978.
- Company typePrivate
- Founded1978
- HeadquartersDorval, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What SFM does
SFM (legal entity S.F. Marketing Inc.) is a trade-only audiovisual product distributor serving the Canadian market. Founded in 1978 and headquartered in Dorval, Quebec, the company is a wholly owned subsidiary of Midwich Group plc, a UK-listed specialist in AV trade distribution. SFM acquires professional AV equipment from global manufacturers and resells it to AV integrators and IT resellers, who in turn serve end customers across corporate, education, government, live events, retail, hospitality, healthcare, and residential sectors. The company employs more than 120 people and operates coast-to-coast across Canada with local expertise in every region.
SFM's product portfolio spans thirteen-plus categories including audio, video, lighting, atmospheric effects, cable and infrastructure, communication systems, musical instruments, networking, power management, control systems, and AV distribution (encoders, decoders, HDBaseT, AVoIP). The company does not develop proprietary hardware or software; its technology surface is centered on the SFM Connect online customer portal, used by dealers to browse, purchase, and manage orders. Beyond product resale, SFM sells Plus+ Services (Code+, Deploy+, Education+, Onsite+, Project+, Protect+) and tiered Support+ subscription plans (Platinum, Gold, Silver, Bronze), which package technical support, design assistance, deployment help, training, and on-site services into the distribution relationship.
The revenue model is hardware margin on dealer sales, supplemented by service-based subscription revenue from Support+ plans and project-based assistance. Pricing is quote-based, with volume buying programs and volume rebate programs available to dealers; minimum opening order is $3,000 CAD and minimum annual volume is $10,000 CAD. SFM pursues a multi-channel go-to-market: a direct sales team for enterprise and complex projects, the SFM Connect portal for transactional and self-serve dealer activity, and content and event marketing (webinars, InfoComm presence, Tech Talks, case studies) to support the integrator community. CEO and President Ghyslain Berger leads the company.
SFM firmographics
Firmographics- Name
- SFM
- Legal name
- S.F. Marketing Inc.
- Website
- https://sfm.ca
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SFM is a Canadian trade-only distributor of professional audiovisual equipment, selling global AV brands to integrators and IT resellers across corporate, education, government, live events, retail, hospitality, healthcare, and residential markets. A wholly owned subsidiary of Midwich Group plc since 1978.
- Ownership category
- akta.pro rank
Where SFM is headquartered
LocationHeadquarters
- HQ city
- Dorval
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
SFM business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- AV Product Distribution: SFM acquires AV products from manufacturers and sells them to AV integrators and IT resellers. The company operates as a trade-only distributor earning revenue through product margin on sales to channel partners. Revenue is generated through volume-based purchasing programs and rebate programs offered to dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard dealer pricing with volume discounts available |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
SFM product offering
Product offeringCore offering
SFM is a trade-only distributor that acquires professional audiovisual products from global manufacturers and sells them to authorized AV integrators and IT resellers across Canada. The portfolio spans audio, video, lighting, atmospheric effects, cabling and infrastructure, communication, musical instruments, networking, power management, control, and AV distribution equipment. Layered on top of distribution are Plus+ Services (technical support, design assistance, training, and on-site project services) and Support+ subscription plans that provide premium technical assistance to dealers and end customers.
Product overview
SFM is a trade-only AV product distributor operating as a Midwich Group company since 1978. The company offers a comprehensive portfolio of professional audiovisual products organized into distinct categories: Audio (amplifiers, microphones, speakers, DJ equipment), Video (cameras, recorders, matrix switchers), Lighting (automated movers, controllers, effects), Atmospheric (fog, haze, bubble machines), Cable & Infrastructure, Communication Systems, Musical Instruments, Networking, Power Management, Control Systems, and AV Distribution (encoders, decoders, HDBaseT, HDMI, AVoIP). The core platform consists of the SFM Connect online customer portal for product purchasing and account management, supplemented by Plus+ Services (Code+, Deploy+, Education+, Onsite+, Project+, Protect+) providing premium technical support, design assistance, training, and project services across subscription tiers (Support+ Platinum, Gold, Silver, Bronze). The company serves AV integrators, IT resellers, and retailers across corporate, education, government, live events, hospitality, and retail markets throughout Canada.
Differentiator
Problem solved
Functional benefit
Brands
- Plus+: Premium support services offered exclusively through SFM in Canada, including Code+, Deploy+, Education+, Onsite+, Project+, Protect+, and Support+.
- SFM Connect
Products and services
- Plus+ Services Premium support services available exclusively through SFM in Canada, providing technical expertise, product assistance, educational content, and project support across multiple specialized modules. Designed for AV integrators, IT resellers, and their end clients who require advanced technical resources beyond standard distribution.
- Support+ Plans Subscription-based technical support plans offered in Platinum, Gold, Silver, and Bronze tiers, delivering remote technical support, extended phone assistance, quarterly usage reports, design assistance, and preferential hourly rates for on-site support. Targeted at AV integrators and IT resellers who need recurring access to SFM technical resources.
- SFM Connect Online Portal Online customer portal for authorized dealers to browse and purchase professional AV equipment from SFM's expanding catalog, with integrated account management and order management capabilities. Serves as the primary digital ordering channel for Canadian trade customers.
- Professional AV Equipment Distribution Trade-only distribution of professional audiovisual equipment spanning audio (amplifiers, microphones, speakers, DJ equipment, conference systems), video (recorders, cameras, matrix switchers, collaboration solutions), lighting (automated movers, controllers, effects, truss and staging), atmospheric effects (fog, haze, bubble, snow machines), cabling and infrastructure, communication systems, musical instruments, networking, power management, control systems, and AV distribution gear (encoders, decoders, HDBaseT, HDMI, AVoIP). Products are sourced from global manufacturers and sold exclusively to authorized Canadian AV integrators and IT resellers.
Companies that use SFM
Customer profileNamed customers2 records
Segments8 records
Ideal customer profiles2 records
SFM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SFM partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Technologie Optic.canot specifiedSFM has been appointed as an authorized Canadian distributor for Technologie Optic.ca's Netgear-compatible optical transceivers and networking solutions. The partnership enables Canadian channel partners and IT resellers to source both networking equipment and optical connectivity components from a single distributor. Both companies are headquartered in Canada, with Technologie Optic.ca operating R&D facilities for advanced optical connectivity products.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
SFM competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SFM social profiles
Digital presenceSFM financial estimates
Financial estimateRevenue estimate
Valuation estimate
SFM leadership team
Management profileNumber of profiles
Profiles1 record
SFM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SFM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SFM
What does SFM do?
SFM is a trade-only distributor that acquires professional audiovisual products from global manufacturers and sells them to authorized AV integrators and IT resellers across Canada. The portfolio spans audio, video, lighting, atmospheric effects, cabling and infrastructure, communication, musical instruments, networking, power management, control, and AV distribution equipment. Layered on top of distribution are Plus+ Services (technical support, design assistance, training, and on-site project services) and Support+ subscription plans that provide premium technical assistance to dealers and end customers.
Is SFM a public or private company?
SFM is a private company. It is classified as corporate owned and is currently operating.
When was SFM founded?
SFM was founded in 1978. It employs 101 to 250 people.
Where is SFM based?
SFM is headquartered in Dorval, Canada, in the North America region.
How does SFM make money?
One revenue line is on record: AV Product Distribution.
Does SFM have an API?
No public API is recorded for SFM.