AFR launches e-commerce website

UK: AFR Refrigeration, one of the UK’s longest established refrigeration wholesalers, has launched a new e-commerce website as the latest development in a wider modernisation of the business.

The new website enables online ordering of equipment from a huge range of trusted brands for cold rooms, freezer rooms, display cases process cooling, as well as tools, service equipment and consumables. 

AFR has long-standing relationships with a number of major refrigeration manufacturers, including Kide, Sicaf, Zanotti, Dorin, Güntner, Geneglace and J&E Hall. These are featured amongst the hundreds of items from more than 40 well-known brands available through the new website.

A family business, founded in 1970, AFR has undergone a period of planned modernisation since its acquisition by the SHEco Group in 2024. SHEco is, itself, a family-owned group, with experience across heating, cooling, automotive systems, engineering services and renewables.

Since the acquisition, Rudy Reginiano, who originally founded AFR with his father, has remained involved in the business, helping to preserve continuity for staff, customers and suppliers.

The company’s headquarters in Wandsworth remains central to the company’s business, but an additional trade counter, distribution centre and operational base has been opened at SHEco’s site in Tipton, West Midlands.

AFR has also been investing in its technical capability, particularly around capital equipment selection, controls, system design, mechanical design and engineering support.

To this end, Mervin Chumun joined AFR in late 2024 as senior technical specialist, with responsibility for designing and selecting capital equipment for projects. He had previously spent over 10 years with Hawco, latterly as technical application manager. John Stallard also joined the company as electrical design manager. 

Samuel Olukoju joined AFR in January 2025 as software design manager, bringing controls and HVACR experience from BAE Systems, Hubbard Products, Carel, HRP and Hitachi Europe.

Derek Chapman followed in March of this year as mechanical detail design manager. He had previously spent over 14 years at Hubbard Products as assistant manager of mechanical design. 

A commitment to developing early-career talent alongside experienced industry specialists, also saw AFR taking on three graduates within the last year.

These changes and developments since the acquisition are in addition to AFR developing and introducing more formal internal design processes, including control panel design, electrical documentation, mechanical detailing and standardised engineering workflows.

According to the company, this supports it’s aim to be a more technically capable refrigeration supplier, not just a trade counter or parts wholesaler.