Meet Our Experts

We’re driven by an exceptionally talented group of individuals who bring together a wealth of experience across domestic and commercial appliance distribution. Their mission is to deliver excellence across every aspect of your journey – from the moment you enquire to delivery.

Our team

Alex Townsend

Commercial Director

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 Dutton

Sales Manager

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.

Charlie Charlesworth

SDA Buyer

With a career spanning nearly 40 years in buying, Charlie is an expert when it comes to small domestic appliances. In his short time at AFE, Charlie has onboarded over 100 products from Dyson, Wahl, Phillips and so many more. He’s driven by providing our customers with a market-leading SDA offering so whether you’re looking for a hoover or a toaster – we have it. Take a close look at our SDA offering in our new brochure.

Neil Ward

Regional Sales Manager

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 Heaven

Regional Sales Manager

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.

Phil Smith

Sales Director

Phil is a highly driven and knowledgeable domestic appliances expert. He has vast experience across both B2C and B2B markets across the UK enabling him to handle any brief from caravans to universities with ease. Whatever your requirements – Phil will go above and beyond to ensure that your experience is delivered with excellence.

Stephen Johnson

Group CEO

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. 

Wes Butler

Sales Manager

With over 15 years experience as a Product and Business Development Manager in the appliances sector, Wes has unbounded knowledge of appliances and appliance development. During your journey with us, Wes will provide technical expertise to support you in finding the right appliance to suit your application.

Alison Tysoe

Regional Sales Manager

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.

1. Scoping

A dedicated member of our team will discuss your brief in depth to build an understanding of you, your industry, and your specific requirements.

2. Presenting

We’ll present the best products, prices, and delivery times to make sure we exceed your expectations.

3. Delivering

Your appliances will be delivered, with excellence

Work with us

Whether you’re a home builder, landlord, eCommerce retailer or anything in between we’re here to help. Our vast product catalogue, unbeatable deals and award-winning sales team are here to help end-to-end.

Start your journey with AFE today by clicking below.