Home | Straight Forward Sales

Design. Innovation. Distribution.

SERVICES

From Concept to Shelf - For Toys & Tech Alike

Whether you're launching the next breakthrough in smart technology or an innovative new toy, we specialize in guiding your product from concept to placement in Canada’s leading retail channels — and managing every step in between.

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Sales - Get on the Shelf, and Stay There

Whether it’s a trending electronic or household device to a collectible or a must-have toy we help secure product placement in top Canadian retailers like Walmart, Amazon, Best Buy, Toys "R" Us, Indigo, and more. Feel free to visit our customers page to see our reach across the country.

Distribution - Seamless Delivery for Toys, Tech & More

From warehouse to store shelf, we offer full-service distribution tailored to the unique needs of CE, house & home, pet and toy products, including compliance, logistics, and retail-ready packaging.

Manufacturing - From Idea to Prototype to Reality

Got an idea? We turn concepts into high-quality, scalable products with vetted manufacturers and a focus on innovation, compliance and safety.

3PL & Reverse Logistics - Moving Your Business Forward

Whether you're launching a new product, expanding into retail, or managing complex return flows, we provide the infrastructure and expertise to move your business forward—seamlessly and reliably.

Trusted by Canada’s Top Retailers

From national powerhouses to regional chains rooted in their communities, we bring proven experience working across the full spectrum of Canadian retail - helping brands succeed in both consumer electronics and toys.

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Open New Accounts

Expand your reach by getting in front of the right buyers and securing shelf space in key retail channels.

Product Setup / Sales Support

We manage every detail of your retail onboarding process to ensure a seamless launch.

In-Store Displays

We design and produce impactful displays that tell your brand story and drive conversion.

Packaging Artwork / Translations

Our design and localization team ensures your packaging resonates with Canadian consumers in both official languages.

Products We Believe In

We carefully curate our vendor partnerships to ensure every product we represent delivers real value, consistent quality, and strong market potential. If we’re not passionate about it, we don’t carry it.

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Canadian Market Experts

With deep expertise in the CE, House & Home, collectible and toy categories, we navigate the unique demands of the Canadian market with precision.

Full Service Model

From strategic inventory planning and retail sales support to omnichannel marketing and end-to-end fulfillment, we manage every aspect of your go-to-market execution — so you can focus on growing your brand.

FOB China / Direct Shipping

We offer flexible logistics solutions tailored to your production and retail timelines, including worldwide freight management and direct shipping. With our office in Shenzhen, China, we expertly navigate the complexities of global supply chains, customs, and shipping to ensure your products arrive on time and in perfect condition.

What Sets Us Apart

We specialize in manufacturing private label consumer electronics accessories and globally sourcing high-quality products through our skilled team in Asia. This unique combination enables us to deliver tailored solutions that meet your specific needs while maintaining strict quality control.

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Product Sourcing

Leverage our expertise in global sourcing to streamline your supply chain and ensure you get the best products at competitive prices.

Quality Control

Our rigorous quality control process ensures every product meets industry standards and exceeds customer expectations.

Product Design

From concept to creation, we offer end-to-end product design services that bring your ideas to life with innovation and precision.

3PL & Reverse Logistics

From warehousing and reverse logistics to real-time support and retail integration, we deliver end-to-end solutions designed to support growth, efficiency, and scalability. Whether you're launching a new product, expanding into retail, or managing complex return flows, we provide the infrastructure and expertise to move your business forward—seamlessly and reliably.

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Warehousing

We offer secure, scalable warehousing solutions our custom built facility. Our space is optimized for efficient inventory management, quick access, and flexible storage options, ensuring your products are stored safely and are always ready for fast fulfillment.

Distribution & Retail Integration

Our distribution services are designed to move your products efficiently across every channel—from direct-to-consumer shipping to large-scale retail deliveries. We support seamless integration with national retailers, helping your brand achieve placement on shelves and timely replenishment to meet demand.

Reverse Logistics

Managing returns doesn’t have to be a headache. We handle the entire reverse logistics process, including inspection, restocking, refurbishment, and reporting. Our systems ensure returned inventory is processed quickly, with minimal disruption to your business.

Real-Time Support

You’ll never be left in the dark. Our team provides real-time support and visibility across your entire logistics operation. From order tracking to inventory questions and operational adjustments, we’re always just a call, message, or dashboard away.

ABOUT

Founded in 2012, Straight Forward Sales Inc. is a leading full-service omnichannel distribution and marketing firm representing vendors across various product lines supporting Brick and Mortar, ecommerce and independent retail partners worldwide. SFS is headquartered in Stratford, Ontario with a state-of-the-art facility opened in spring 2023, offering over 63,000 square feet of space on-site, with an additional 25,000 square feet of flex space used for oversized freight and specialized material handling.

SFS uses a fully automated business software powered by SAP, which includes custom EDI solutions strategically designed to meet all vendor and retailer needs as well as a ProShip integration to handle 24-hour turnaround on all online and DTC fulfillment. In our 13 years of operations, SFS has built strong and long-term relationships with customers from DTC to small retail, online, big-box retail and wholesale sectors. SFS’ competitive advantages lie in its reliable supplier relationships, automated supply chain processing, abundant and diverse inventory, fair pricing, prompt delivery, and superb customer service.

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2012

Year Established

38

Vendor Partners

36

Retail Partners

63K

Square Ft. Facility

4.5K

Pickable Locations

COMMUNITY

CANADIAN BUILT.

SFS began in Stratford, Ontario and we still call it home today. We are proud to be a part of our local community and are passionate about supporting local causes.

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Community Support & Partnerships

OUR TEAM

Our skilled teams are the key to our success, enabling us to handle a diverse set of requirements with ease. Specializing around our 3 pillars of service, our employees are the embodiment of our culture, frequently collaborating across teams and learning new skills to stay a step ahead.