SFM

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.

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

Headquarters

HQ city

Dorval

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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.

Named customers2 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Technologie Optic.canot specifiedChannel Partner/ Reseller/ Distributor · 10 March 2026SFM 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

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sfm_inc
• YouTubeyoutube.com/@sfm_hq
• Facebookfacebook.com/SFM.online
• LinkedInlinkedin.com/company/sf-marketing-inc-
• Instagraminstagram.com/sfm_hq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SFM