Our journey : Leading the Charge in Home Tech Innovation
Welcome to Soft Touch Electronics, a leader in the world of home electronics, dedicated to delivering high-quality, innovative products that meet the diverse needs of today’s tech-savvy consumers. Founded in the 1990s, our company was established during a time of significant economic development and rapid advancement in the global electronics industry.
Inspired by the transformative potential of technology, we set out to provide exceptional home electronic devices that offer both reliability and cutting-edge performance.
Our journey began with a clear vision: to create two trusted brands—General Gold and General Class—designed to provide consumers with top-tier electronics at competitive prices. From the very beginning, our passion for quality and our commitment to customer satisfaction have driven every decision we make. These principles have allowed us to partner with some of the best designers and manufacturers from around the world, including China, Vietnam, India, and many other countries renowned for their expertise in electronics.
Through hard work and dedication, Soft Touch Electronics quickly made a name for itself in the competitive electronics market. We proudly offer a wide array of high-performance products, including mobile devices, home entertainment systems, kitchen appliances, and much more. Our products stand out in the market for their quality, affordability, and innovative design—qualities that have won us the trust of both importers and end-users alike.
In a short span of time, we have expanded our operations beyond the heart of Dubai to include the Levant, Iraq, Saudi Arabia, and Egypt. Our reach continues to grow, and we are committed to providing our customers across the Middle East and North Africa with the latest, most innovative electronic solutions available.
At Soft Touch Electronics, customer happiness is at the core of everything we do. We achieve this by maintaining a strong, customer-centric approach, ensuring that each product we offer enhances the lives of our consumers. Our ambitious team is dedicated to staying ahead of the curve, constantly bringing new and distinctive products to market that meet the ever-evolving needs of our customers.
As we look to the future, we remain committed to upholding the values that have made us a trusted name in the electronics industry. Whether you are looking for the latest smartphone, home entertainment system, or household appliance, Soft Touch Electronics is here to provide products that you can depend on—backed by service that goes above and beyond.