Jel Corp hits premium with Sanford SA deal


Sanford South Africa’s premium brands have been absorbed by international distributor Jel Corporation, the company has announced.

Under the new agreement, Sanford will retain its brand ownership, while Jel will become the sole distributor for the brands in South Africa. This, Sanford hopes, will help it to compete more successfully on a global basis.

Merv Kickbush, Sanford International’s general manager of export business, said: "This is a true ‘win-win’ agreement for both parties. For Jel, the deal offers immediate economies of scale, enlarged market share and recurring earnings while riding on Jel’s distribution infrastructure. And Sanford International can concentrate resources on growing its core business as a premier supplier of writing instruments."

Jel Corporation, which distributes a wide variety of products from brands such as Nikon, Gillette and Hitachi, already sells Sanford products in Asia.

Sandton (RSA)