Draft:Sonee Hardware

Sonee Hardware Pvt Ltd

Native name	ސޮނީ ހާރޑްވެއަރ
Company type	Private
Industry	Retail
Founded	1970
Founder	Mr. Ismail Ibrahim
Number of locations	8 stores (2025) 5 warehouses (2025)
Key people	Moosa Kaleem (Managing Director)
Products	Hardware Power Tools Sanitary Wear Home Products
Number of employees	300 (2024) 310 (2025)
Website	https://sonee.com.mv

Sonee Hardware

Sonee Hardware Pvt Ltd, often referred to as simply Sonee Hardware, is a Maldivian company that operates in the hardware and construction materials sector. The company supplies a range of products including hardware, construction materials, electrical items, and power tools. It serves a diverse customer base comprising individuals, small and medium-sized enterprises (SMEs), and larger corporations throughout the Maldives.

Sonee Hardware has played a role in the development of retail and distribution practices within the Maldivian hardware industry, contributing to the growth of the sector through its product offerings and service infrastructure.

History

Sonee Hardware Pvt Ltd was founded in 1970 by the late Ismail Ibrahim. Initially established as a small retail shop, the company has since grown into one of the leading hardware businesses in the Maldives, with multiple outlets located throughout Malé and serving customers across the country.

1970

Established in the 1970’s as a corner shop. A full-fledged hardware business with a loyal customer base and the reputation of being one of the country’s largest, with 8 outlets in strategic locations around Male’.

1995

By the mid-1990s, Sonee Hardware had expanded its product portfolio through the introduction of internationally recognized brands such as Bosch, Osram, and ABB.

2002

In 2002, the company inaugurated a seven-storey office building and received a government award for its contributions to sustainable business development in the Maldives. That same year, Sonee Hardware established a Bosch power tools service center to support its after-sales commitments.

2006

In December 2006, the company opened a new showroom called The Scene, described as the first of its kind in the Maldives at the time.

2007

In 2007, Sonee Hardware was awarded the Presidential Green Leaf Award for its efforts in environmental sustainability. The company also sponsored two leading national football clubs during the years 2006, 2007 and 2008.

2009

Further expansion took place in 2009, with the launch of several new initiatives. These included the opening of Sonee Hardware Professional, a dedicated showroom for professional-grade products, and the introduction of SII-manufactured aggregates and sand, marking the first such production in the Maldives. In the same year, The Paint Shop was opened, specializing in CAPAROL brand paints.

Mission and Values

Sonee Hardware emphasizes customer service and product quality in its operations. The company aims to expand its imports of hardware products and strengthen its position in the local market as a supplier for both individual and corporate clients.

Their stated goals include becoming the preferred choice for customers and a reliable partner for suppliers. Internally, the company promotes a culture that prioritizes employee engagement, customer satisfaction, and ongoing operational improvement.

Operations

Human resources and IT

Sonee Hardware places emphasis on staff development and the enhancement of its IT infrastructure to support operational efficiency and continuous improvement. The company invests in training and technology to streamline internal processes and equip its workforce to address evolving customer needs.

Warehousing

The company operates five warehouses located in Malé and Thilafushi. These facilities support the storage and distribution of a wide range of products, enabling timely fulfillment of deliveries and ongoing construction or maintenance projects.

Service Centre

The Service Centre, managed by Sonee Hardware, offers dedicated repair and replacement services for Kärcher and Bosch products. This service center provides customers with efficient maintenance solutions, ensuring easy access to repairs and replacements for products from these renowned brands.

Installation Services

As part of its customer service offerings, Sonee Hardware provides complimentary installation services for selected products purchased at its outlets. Items such as fans, lighting fixtures, and switches are installed by company-employed technicians to ensure proper setup and functionality.

Showrooms & outlets

Sonee Hardware's widespread presence throughout Male' and Hulhumale' encompasses a network of diversified 8 retail outlets, providing convenient access to customers across the capital. Notable establishments include:

Sonee Main

Sonee Main is the flagship outlet of Sonee Hardware, located in Malé, Maldives. As the primary store, it carries the entire portfolio of hardware products offered by Sonee Hardware, catering to a wide range of customer needs. Situated on Janavaree Magu, Malé’s busiest street for hardware shopping, Sonee Main is strategically placed on a well-known commercial hub dedicated to hardware and home improvement.

Sonee Home

Focused on providing a selection of functional and affordable home solutions, Sonee Home features a wide range of kitchen and home appliances, household products, and accessories.

Sonee Hardware Hulhumale'

This outlet is the largest operated by the company and spans three floors. Located in Hulhumalé, it offers an extensive selection of hardware and home improvement products, with the aim of serving a growing customer base in the area.

Sonee Fishing

Opened on 10 December 2020, Sonee Fishing is a specialized retail outlet focusing on fishing equipment. The store carries a variety of products including reels, rods, lures, and accessories from international brands such as Shimano, Rapala, Mustad, Yamaga Blanks, and Williamson.

Sonee Hardware Vinares

In 2024, Sonee Hardware opened a new outlet at the Vinares apartment complex in Hulhumalé Phase II. The two-story store specializes in kitchen and bathroom fixtures, fittings, and tools. The expansion aims to improve accessibility for customers in this new urban area.

Corporate Affairs

Special events & promotions

Sonee Hardware periodically conducts promotional campaigns, including seasonal events such as Ramadan promotions, which may feature customer giveaways. Additionally, the company also maintains a distribution network of dealers and resellers throughout the Maldives, aiming to improve accessibility to its products across the islands.

Corporate social responsibility

Sonee Hardware engages in corporate social responsibility (CSR) initiatives that consider economic, social, and environmental factors. These efforts include sponsoring local sports clubs, supporting community infrastructure projects, and providing aid during emergencies.

Subsidiaries and Brands

Wholly owned subsidiaries

Sonee Buildware

Sonee Buildware is a subsidiary of Sonee Hardware that specializes in the retail of building materials. The outlet offers bulkier construction-related products in a standard retail environment, as an alternative to large-scale warehouse shopping.

Exclusive brand names

Sonee Hardweare exclusively carries several major brands, including:

• ABB
• Bormioli Rocco
• Bosch
• Bosny
• Brabantia
• Caparol
• Chicago Cutlery
• Corelle
• Dunlop
• Fischer
• Fosroc
• Geberit
• Haier
• Hansgrohe
• Harris
• INGCO
• Joseph Joseph
• Kärcher
• Kilner
• Lamitak
• Ledvance
• Leifheit
• Lock & Lock
• M10
• Moulinex
• O. Mustad & Søn A.S.
• Rapala
• Roca
• Shimano
• Simplehuman
• Solignum
• Tefal
• Tesa
• Tokyo Design Studio
• Visions
• WD-40
• Yale

The company provides pre-order for selected brands as well.

Partnerships and collaborations

Sonee Hardware maintains partnerships with various suppliers, manufacturers, and industry organizations. The company also engages in collaborations with other businesses and associations within the hardware and construction sectors.

Awards and achievements

Sonee Hardware has received national recognition in the Maldives for its work over the years. They include the Public Service Excellence Award and the Outstanding Contribution to Business Award in 2002, highlighting its impact on the national business landscape. Additionally, in 2007, Sonee was awarded the Presidential GREEN LEAF Award for its exceptional contributions to environmental sustainability.

In popular culture

Sonee Hardware’s advertising campaigns have become notable within the Maldives for their creative use of humor, colloquial language, and cultural references. These campaigns are often designed to resonate with the everyday experiences of local audiences, using familiar phrases and situations to promote hardware products in an engaging manner.

Among its most recognized advertisements are “Cool Kuraa Fankaa” which promotes ceiling fans using a humorous take on staying cool in Maldivian weather, and “Mas Banas”. These ads have been widely shared on social media and referenced in casual conversation, contributing to the brand’s visibility and cultural relevance.

The company's signature jingle, “Mee Sonee Hardware Ey” (translated as “This is Sonee Hardware”), has become closely associated with the brand. Its melodic and repetitive style has made it easily recognizable. The jingle was later adapted and covered by prominent local musicians, including Maldivian rock artist Shahyd Legacy, further embedding the brand in the local pop culture landscape.

Through this approach, Sonee Hardware has established a marketing identity that blends commercial messaging with entertainment and cultural familiarity. This strategy has contributed to public awareness of the brand beyond its retail operations, reinforcing its presence in everyday life across the Maldives.