SFW is an Irish distribution company built on a culture of innovation, vision and value since 1977. It is second generation family business supplying retailers for over 40 years.

Our distribution centre is centrally located in Dublin, and it supplies major chain stores, distributors and independent resellers and retailers throughout Ireland within 24hrs.

We are “Pop Up Store” & “Brand Partner” of choice for some of the leading brands in sports & entertainment.

Originally an independent distributor of Video for WHV, /universal, Colombia Tristar, it evolved in the gaming sector distributing for Sony PlayStation & Nintendo. We further developed our offerings in the convenience sector distribution, pharmacy and discount store channels.

As the business channels developed SFW management recognised the importance of bringing our own products to the market through the distribution channels.

SFW are specialists in B2B and retail marketing, developing marketing strategy fuelled by experience, knowledge and data.

SFW’s key customers are some of the top retailers in Ireland, including supermarkets, service stations and specialist stores.

SFW’s focus is on driving new business across four target markets.

The mobile phone/tablet accessories market
“Pop up shops” for consumer markets, with particular emphasis on sports team branded products.
Social Medial content creation toolkits.

Our Values


  • Delivering successful outcomes and a superior experience for everyone, every time, matters for our business partners, ourselves and our teams.


  • We exemplify the highest ethical standards, led by honesty, fairness and dignity in every action we take – everywhere, every time, with everyone.


  • Creativity, agility and resourcefulness reinforce a competitive, entrepreneurial spirit. There is no substitute for forward-looking actions and the desire to achieve more.


  • Embracing change and making difficult decisions delivers better results to our customers, suppliers and fellow associates. We are not afraid of experimenting or doing what we know is right.


  • We say what we do and we do what we say. We are responsible for our individual and team actions, meeting our customer and financial commitments, and recognizing our social, community and environmental responsibilities.


  • Our people and their diverse talents define us. We are committed to learning, collaboration, transparency and innovation. Attracting, inspiring, retaining and celebrating our best individuals is the foundation of our success.


  • Our commitment to quality is unquestionable. We believe in getting things right the first time. We expect quality from all our partners as we take pride in what we do and love to exceed expectations.
We join up the dots

Specialist Knowledge
When it comes to distribution, SFW’s key to success is not just providing products and prices. It’s about providing you with the specialist sales and technical advice you need when you’re selling.


We provide a consultative approach to your business; for customers of all sizes.

We work closely with our vendors to deliver the best commercial advantages for our retailers’ business.

Promotional awareness & new technologies education is part of our standard mix – ensuring that we always offer the best solution for your customer.

The SFW business development and field sales managers work closely with our partners and customers to ensure the targeted propositions for both.

Our team of specialists can help to qualify large opportunities, facilitate customer engagement and help with on-site and end user demonstrations.

Customer is king

We never take our customers for granted. Ease of doing business and providing an excellent customer service is of paramount importance to us – that is how we maintain excellent repetition and retention.

Our dedicated customer service team can help you resolve any query you may have from deliveries and invoicing to your online experience.

At all times, we strive to be accessible, flexible and aware of the needs of our customers – and to constantly improve and enhance the services we provide.

Our customer service team can help you with:

  1. General Queries
  2. Delivery Services
  3. Returning Goods
  4. Invoice Enquiries
  5. Credit and Payment

We don’t just shift boxes!

We find innovative ways to help our partners create and execute their go-to-market plans.

We provide an in-house marketing and design agency service – collaborating with emerging and global brands, as well as, business and retail partners, to build recognition, shape perceptions and drive response.

Other agencies do not understand your brand and products as well as we do – we are experts who have a vested interest in selling your products too!

We are specialists in B2B and retail marketing, developing marketing strategy fuelled by experience, knowledge and data.

We define the optimal mix of channels, messaging and tactics – taking into account budgets, timelines , brand guidelines and much more to create tailor-made plans which achieve commercial results.

Why SFW?


  • Marketing
  • Store Fit out


  • Fast pace, speeding is expected


  • Hard work


  • PR Generator

Market Knowledge

  • UK
  • ROI

Marketing Expertise

  • Integrated Marketing
  • Brand Strategy
  • Idea Generation

Retail Opening Teams

Retail Operational Expertise

Our Success Formula

Our business is PROACTIVE and REACTIVE … ahead of the market … experts in PRODUCT, SEGMENT, TREND SPOTTING and MULTI-CHANNEL RETAIL.

We have a very simple premise – we RESPOND to the customer, rather than IMPOSE of them.

We KNOW what our customers and consumers want and we find the BEST way to DELIVER it to them.

Contact Us

For our full range of products please visit ‘Stock in the Channel’ or contact our sales office at sales@sfw.ie.