Sandstrøm electronics

Sandstrøm is a private label brand primarily used by the retail giant Currys plc (formerly Dixons Carphone). The brand was created as an 'in-house' label to offer consumer electronics and small domestic appliances with a premium, Scandinavian-inspired aesthetic. Despite the Swedish-sounding name, which evokes high-end design from Northern Europe, it is a commercial trademark used to market a wide range of goods from headphones and radios to kitchen appliances.

Manufacturing of Sandstrøm products is typically outsourced to various Original Equipment Manufacturers (OEMs) globally. A significant portion of production takes place in China and other Asian manufacturing hubs, though some larger appliances may be sourced from factories in Turkey or Europe depending on the specific product category. Ownership of the brand remains with Currys plc, which distributes Sandstrøm products across its retail networks, including Currys in the UK and Ireland, and the Elkjøp group (including Elgiganten) in Scandinavia.