HERITAGE IN INNOVATION.
TRUSTED BY CUSTOMERS FOR OVER 100 YEARS.
IDEA TO SHELF.
MEET THE FOUNDER
It all started with our founder, Alfred Franks.
In 1918, Alfred Franks established the business with an entrepreneurial spirit that has shaped the company ever since.
In 1918, Alfred Franks established the business with an entrepreneurial spirit that has shaped the company ever since.
From its earliest beginnings, the company built its reputation as a pioneering importer and distributor, adapting to changing markets, lifestyles and the needs of each new generation.
More than a century later, and now in its fourth generation, we remain a family business, continually evolving, exploring new categories and taking products from idea to shelf for today’s consumers.
More than a century later, and now in its fourth generation, we remain a family business, continually evolving, exploring new categories and taking products from idea to shelf for today’s consumers.
Much has changed since 1918, but our drive to find new opportunities and keep moving forward remains the same.
OUR EXPERTISE
01 DESIGN & BRAND CREATION
Our in-house design studio brings ideas to life, from product and packaging concepts through to final execution. We also create the supporting brand world, including photography, video, marketing, social media content and website design, ensuring every product launches with impact.
02 GLOBAL SOURCING
Our long standing partnerships across the Far East, Asia, Europe and the UK, give us access to a trusted network of manufacturers, enabling us to source the right factories, deliver quality products at competitive prices and ensure globally recognised standards are maintained throughout production.
03 QUALITY ASSURANCE
Consumer safety is paramount. Our dedicated Quality Assurance team evaluates every product to ensure compliance with UK and European standards. Through rigorous testing, risk assessment and ongoing regulatory monitoring, supported by leading trade associations, we deliver quality our customers can trust. AFB has a close relationship with Trading Standards and has been part of the Primary Authority Partnership for many years.
04 SALES & MARKETING
We manage every product journey from concept to shelf, creating and overseeing critical paths to ensure deadlines are met. Dedicated account managers provide clear communication, competitive pricing and hands-on support throughout, ensuring the right product is delivered at the right time.
05 BRANDS, BRAND PARTNERS & LICENSING
Alongside developing our own brands, AFB manages licensing and brand partnerships across multiple categories. We create tailored tertiary brands, collaborate with celebrity-led brands and develop products under licensing agreements, combining commercial expertise with design, sourcing and market insight.
06 LOGISTICS
AFB has long-standing expertise in warehousing and distribution, supported by an integrated and reliable logistics operation. Our dedicated team works closely with each customer to understand their business, requirements and preferred ways of working, ensuring an efficient, responsive and dependable service.
OUR APPROACH
AFB identifies opportunities across the retail market and uses its extensive industry experience to create innovative, bespoke brands and product ranges at competitive prices. Our success is driven by knowledgeable, passionate teams whose individual skills and perspectives bring a collaborative, creative and commercially focused approach to everything we do.
AFB own and operate 20+ brands spanning multiple categories, with established distribution across the UK’s leading retailers. In addition to this we have multiple partnership brands and licenses.
[afb_expertise category="health-beauty,vitamins-supplements,fragrance,sunglasses,pets,tech-accessories,home-living,gifting"]
[afb_expertise category="eulah-partnerships,mylittlecoco-partnerships,leobancroft-partnerships"]
SOME OF OUR VALUED CLIENTS
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