SFM Distributes Avonic
SFM, a market leader in customized go-to-market solutions for global brands within the audiovisual, live entertainment, and media production industries, announced its appointment as a key Canadian distribution partner of Avonic, a leading manufacturer of high-quality PTZ cameras, AI-powered software, and AV over IP solutions, part of the Keenfinity Group company. This collaboration expands SFM’s portfolio with Avonic’s solutions trusted by high-end clients such as NATO, the United Nations, leading universities, and national parliaments, creating new opportunities for Canadian channel partners.
This partnership unites SFM's extensive distribution network, deep market expertise, and comprehensive support services with Avonic's innovative approach to video conferencing and AV integration. Built with an unwavering focus on quality, reliability, and ease of integration, Avonic solutions serve diverse environments spanning corporate, education, healthcare, and government settings. Together, Canadian audiovisual professionals and system integrators will benefit from enhanced access to this trusted portfolio, empowering them to deliver flexible, dependable collaboration experiences across a wide range of applications.
“We are pleased to welcome Avonic as a key partner within our portfolio of video and collaboration solutions,” said Ghyslain Berger, Chief Executive Officer at SFM. “Avonic’s commitment to quality and reliability aligns perfectly with the expectations of our channel partners and their customers. As demand for flexible and scalable video solutions continues to grow, this partnership strengthens our ability to deliver best-in-class technologies backed by SFM’s Plus+ Services and dedicated Canadian support.”
“Canada represents an important market for Avonic, and we’re pleased to be working with SFM to expand our presence,” said Lars van den Heuvel, the Vice President of Conference Solutions at Keenfinity. “Their understanding of the Canadian AV landscape and strong partner network will help continue to ensure our solutions are accessible to integrators and end users across a wide range of applications.”
SFM will support Avonic’s full portfolio across Canada with comprehensive partner enablement, including dedicated sales support, co-
marketing programs, technical training, demonstration units, and streamlined logistics, all backed by SFM’s Plus+ Services and localized expertise.
About SFM:
SFM provides customized go-to-market solutions to global brands within the audiovisual, live entertainment, and media production industries. In addition to traditional wholesale distribution services, we offer an array of enhanced services designed to help our suppliers and customers achieve their full market potential.
Website - sfm.ca.
About Keenfinity Group:
The Keenfinity Group offers security and communication technologies that protect and connect people and assets. Following its carve-out from the Bosch Group in mid-2025, it operates as independent company within the portfolio of European investment firm Triton. The Group’s four Businesses include IQSIGHT Video Systems, Radionix Intrusion & Access, Keenfinity Electronics Manufacturing Services and Audio delivering communication products of the globally renowned brands Bosch, Electro-Voice, Dynacord, RTS and Telex. In fiscal year 2025, the group generated revenues of over €1 billion and employed approxi-mately 4,000 people across more than 40 countries.
Website - www.keenfinity-group.com.
About Midwich Group:
Specialisation at scale.
Midwich Group is a network of businesses which partner with the world’s leading technology companies to accelerate their growth. Selling into over 50 countries from 23 global locations, the Group specialises in audiovisual technology - whether in state-of-the-art meeting rooms or on a festival main stage, our solutions help the world connect, communicate, or experience wow moments.
Taking technology further.
With services ranging from product distribution to complex system design, focused marketing campaigns to flexible financing solutions, and showcase events to seed funding for startups, the Group's ever-expanding offering is designed to add value and solve its partners' biggest challenges.
This has enabled the Group to maintain strong relationships with global manufacturers and a diverse customer base of over 21,000, including professional integrators, event production companies and IT resellers in sectors such as education, corporate, retail and live events.
Enabling tomorrow.
With over 1,900 employees across the UK and Ireland, EMEA, Asia Pacific and North America, the company is committed to being a responsible employer.