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Brands We Love: SIMS Nigeria


SIMS Nigeria is an electronic store chain with a presence in several regions across the country. The company sells a wide range of products ranging from smartphones to cooling and refrigeration solutions. It is a major distributor for some of the world’s top electronics brands.

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Founded in 1987, SIMS has grown over the years to become a leader in the home appliances niche. Although that space has numerous players, SIMS has continued to hold its own and is reaching an expanding customer base made up of people who want quality electronic products.

SIMS Nigeria is headquartered in Victoria Island, Lagos, and also has multiple stores in various parts of the city. Besides its presence in Lagos, the company has branches in Abuja, Port Harcourt, Onitsha, Enugu, and Kano. These outlets serve customers in most of the country’s geopolitical zones.

Products available from SIMS include home appliances such as air conditioners, washing machines, refrigerators, microwaves, irons, gas cookers, rechargeable fans, and blenders. Kitchen appliances like electric kettles, sandwich makers, and toasters are also on sale.

Home entertainment systems– television sets of various sizes, boom boxes, soundbars, and home theatre –may be acquired from SIMS as well. Other items on offer from SIMS are power solutions like rechargeable LED bulbs, lamps, and torches, as well as power generating sets.

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SIMS sources these products from a broad collection of international electronics brands—Samsung, Royal, Parsun, and Powermatic. It has built a strong relationship with these brands, for which it functions as product distributors in Nigeria.

In 2004, SIMS collaborated with Samsung to establish a local manufacturing line for its refrigerators and air conditioners.

Customers can purchase products from SIMS at any of its stores. Nationwide delivery is also available for orders worth more than ₦500,000. Customer support can be assessed round the clock, and there’s a 12-month warranty for items bought from the company.

SIMS is just one of many businesses operating in Nigeria’s home appliances niche. But it’s one of the most recognized of the lot. For over three decades, it has built a reputation as a leader in its space. The signs are that it will continue to dominate the electronics distribution sphere for years to come.

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Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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