Meet Our Experts

With over 15 years’ experience in senior commercial roles in the FMCG, Homeware and Domestic Appliance sectors, Alex brings extensive and diverse experience to the AFE distribution team. Her passion for business transformation has propelled the rapid of growth of the brand since its inception in 2023. Alex is driven by a mission to exceed customer expectations via unmatched customer service, a diverse product portfolio and unbeatable prices.

Phil is a successful, driven Sales Account Manager who has enjoyed a career spanning from Customer Service to B2B Key Account Management over a 10-year period. As the key point of contact when you open an account with us, Phil will work closely with you to understand the intricacies of your project and deliver a competitive solution.

Covering Ireland, Scotland, the North East and Cumbria, Neil brings over 40 years of experience in the electrical wholesale trade to the AFE team. Neil has built incredible relationships across his years of experience and prides himself on the relationships he builds with clients and the long-term mutual benefit they bring.

Ian is a multi-award-winning appliances expert with over 30 years’ experience in the industry. His vast experience managing a sales team and running warehouse operations mean that he can support his customers end-to-end. He prides himself on delivering the highest quality of service to every customer.

Joining the family business in 2012, Stephen left behind a successful career in estate agency where he became the youngest Branch Manager in his company’s history. Harnessing his sales spirit, he joined the family business initially as Sales Director before becoming Managing Director in 2017. As the company consolidated under For Everyone Group, Stephen moved into his current role as CEO in 2022 in order to drive growth across all brands. 

A regional sales leader with over 35 years of appliance expertise, Alison is passionate about understanding your unique needs. A driving force in the industry, she’s dedicated to exceeding your expectations through exceptional service. You can count on Alison to help you find the perfect solution.