African Supplies

What African Supplies does

African Supplies Ltd, founded in 2000 by Joe Collins and rebranding to Asprey Group Ltd in 2026, is a UK-headquartered (Toddington, Bedfordshire) B2B brand marketing and distribution company that supplies quality branded construction materials to Africa and the Middle East. The company curates a multi-brand portfolio across three categories: roofing products (Decra, Gerard, Metrotile, Fortiza, Tilcor, X-Bond stone-coated and powder-coated metal tiles), water management and plumbing (IPS PPR systems, Polyfit push-fit plumbing, FlowPlumb own brand, SouthPro/Hunter/Marley guttering, Durapipe ABS, Vulcathene chemical drainage, Ferroli water heaters), and other products (Neutrarust 611 rust converter). Products are sourced from 9 manufacturing partners operating 12 factories across five continents, then marketed and distributed through 58 distribution partners across 35+ countries.

The core technology is product curation, brand marketing, and channel services rather than a proprietary technology platform; the company does not disclose any AI/ML or software components. ASL differentiates through deep regional relationships built over 25+ years, multi-language marketing capability (English, Portuguese, French, Swahili, Arabic), and a service bundle spanning brand marketing, logistics and certification (working with Intertek, SGS, Soncap, SABS, KEBS across 50+ import countries and 8 export countries), channel management, training, and project procurement with ECA funding support (e.g., UK Export Finance).

Revenue is generated through margins and transaction fees on product sales moved through the exclusive or non-exclusive distribution network, supplemented by brand marketing and project procurement service fees. Pricing is not publicly disclosed and is quoted on a project basis. Customer segments include distribution partners (primary), contractors and developers (primary), and end building owners such as hotels, schools and homes. Key end-markets cited include Nigeria, Kenya, Tanzania, Ethiopia, South Africa, and selected Middle East territories (UAE, Saudi Arabia, Lebanon, Bahrain, Turkey). The company is founder-owned, has grown organically without external funding, and operates through a small core UK team plus a Portugal office covering Francophone, Lusophone and Middle East markets.

Name

African Supplies

Legal name

African Supplies Ltd

Website

https://africansupplies.co.uk

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

African Supplies Ltd (rebranding to Asprey Group Ltd in 2026) is a UK-based B2B brand marketing and distribution company supplying branded roofing, plumbing and water management construction materials to 35+ countries in Africa and the Middle East through 58 distribution partners and 9 manufacturing partners.

Ownership category

akta.pro rank

Product category

Construction Materials Distribution

NAICS

Other Construction Material Merchant Wholesalers (423390)

SIC

Wholesale-Lumber & Other Construction Materials (5030)

akta.pro primary industry

Building Materials & Lumber Distribution (CRAOAFAD)

akta.pro secondary industry

Construction Materials & Building Supplies Marketplaces (CRAFAHAB)

Keywords

• Construction materials distribution
• Roofing product distribution
• Plumbing product distribution
• Building materials marketing
• Export distribution services

Headquarters

HQ city

Toddington

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Brand Marketing and Distribution Services: ASL generates revenue by marketing quality branded construction products (roofing and plumbing) across Africa and the Middle East. They act as the exclusive or non-exclusive marketing and distribution partner for international manufacturers, earning margins on product sales through their distributor network.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

African Supplies is the marketing and distribution partner of choice for international construction material manufacturers seeking to enter African and Middle Eastern markets. The company sources roofing, plumbing, water management and related products from 9 manufacturing partners across 12 factories on 5 continents and sells them through 58 in-region distribution partners in 35+ countries, while providing brand marketing, logistics, channel management, training and project procurement services.

Product overview

African Supplies (trading as Asprey Group Ltd from 2026) is a B2B distribution company specializing in construction materials for Africa and the Middle East. The company operates a multi-brand portfolio architecture consisting of three main product categories: Roofing Products (Decra, Gerard, Metrotile, Fortiza, X-Bond stone-coated and metal roofing tiles), Water Management/Plumbing Products (IPS PPR Systems, SouthPro/Hunter Plastics/Marley guttering, PolyFit push-fit plumbing, FlowPlumb own brand, Ferroli water heaters, Durapipe ABS and Vulcathene chemical drainage), and Other Products (Neutrarust rust converter and various construction materials). The company also provides supporting services including Brand Marketing, Logistics & Distribution, Channel Management, Training & Development, and Project Procurement & Finance. Products are sourced from manufacturing partners across multiple continents and distributed through a network of 58 distribution partners across 35+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• FlowPlumb: Own brand for plumbing products offering exclusivity and quality in certain markets
• Roof TG Africa Middle East

Products and services

• Decra Roofing Tiles Stone coated roofing tile brand and the most recognized roof tile brand in African Supplies' markets with the widest distribution. Original stone coated roofing tile with certification for withstanding hurricane winds and a 50-year warranty against corrosion, marketed to contractors, developers, building owners, and distribution partners across Africa and the Middle East.
• Gerard Roofing Tiles Stone coated roofing tile brand exclusive to the Nigerian market, where it has become a household name. For many years, African Supplies sold more Gerard roof tiles than all other brands combined.
• Metrotile Roofing Systems Long established roofing brand in Africa and the Middle East with high recognition and reputation for quality, marketed through the Roof TG Africa Middle East joint venture.
• Fortiza Roofing Systems Roofing tile developed by African Supplies with a factory in New Zealand and core distributors, providing a quality product at an accessible price point for the Developer market.
• X-Bond Roofing Tiles Leading non-stone coated metal roof tile utilizing the latest Powder Coating technology, positioned as the leading product in this category across Africa and the Middle East.
• Tilcor Roofing Systems Stone coated roofing tile brand added to the Roof TG portfolio in 2021, completing African Supplies' coverage of all major stone coated roofing tile brands in Africa and the Middle East.
• IPS PPR Plumbing Systems PPR plumbing system manufactured in Argentina with long heritage, marketed by African Supplies as the best quality PPR plumbing system on the market with market leadership in several West African markets.
• PolyFit Push-Fit Plumbing Push-fit plumbing system partnered with Polypipe Plc, offering quality comparable to IPS but quicker and easier to install, addressing market demand for faster plumbing installations.
• FlowPlumb Plumbing and Water Heaters Own brand created by African Supplies offering exclusive, quality plumbing products and electric water heaters in markets where grey imports are a concern; expanded from Nigeria to Tanzania and Kenya.
• Ferroli Electric Water Heaters Electric water heaters manufactured by Italian firm Ferroli, marketed by African Supplies under the FlowPlumb, Wichtech and Lamborghini brands with features making them market leaders for value and performance.
• SouthPro Rainwater Guttering Rainwater guttering systems manufactured in South Africa, marketed by African Supplies as a natural addition to its roofing tile range.
• Hunter Plastics Guttering UK-manufactured guttering range from Aliaxis Group offered in three sizes, four profiles and four colours, complementing African Supplies' South African and European guttering lines.
• Marley Rainwater Guttering Rainwater guttering systems (part of Aliaxis Group) marketed by African Supplies through the Metrotile distributor network across Africa and the Middle East.
• ABS by Durapipe Pipe system that serves as an ideal substitute for steel in distribution of chilled water for air conditioning systems; lighter and cheaper than steel.
• Vulcathene Chemical Drainage

Quantifiable outcome

• Roof tiles supplied nearly enough to circle the earth twice
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and flagship.

• NeutrarustcoreGTM or Marketing Partner · 1 January 2023In January 2023, ASL partnered with Neutrarust, a UK company and pioneer of rust converter Neutrarust 611. Originally invented in the UK with long history supplying NATO and the Ministry of Defence, ASL brings these products to market in Africa through their distribution network.
• Roof Tile Group (Roof TG)flagshipStrategic or Co-development PartnerIn 2019, Roof Tile Group was established by merging AHI (manufacturers of Decra and Gerard) and Metrotile Roofing Systems. Roof TG Africa Middle East was created as a joint venture between ASL and Roof Tile Group, wholly operated by ASL, marketing Decra, Gerard, Metrotile, Fortiza and X-Bond throughout Africa and the Middle East.
• Decra (AHI Roofing)flagshipChannel Partner/ Reseller/ DistributorDecra is the most recognised roof tile brand in ASL's markets with the widest distribution. Original stone coated roofing tile brand. ASL has been directly responsible for several brand developments since 2000.
• Gerard Roofing SystemsflagshipChannel Partner/ Reseller/ DistributorExclusive to Nigerian market, Gerard is a household name. For many years, ASL sold more Gerard roof tiles than all other brands put together.
• Metrotile Roofing SystemsflagshipChannel Partner/ Reseller/ DistributorLong established brand in Africa and the Middle East with high recognition and reputation for quality. Marketing extends to the Middle East as well as Africa.
• TilcorcoreChannel Partner/ Reseller/ DistributorAdded to Roof TG in 2021, Tilcor is now marketed by ASL throughout Africa and the Middle East as part of the comprehensive roofing brand portfolio.
• Fortiza Roofing SystemscoreChannel Partner/ Reseller/ DistributorDeveloped by ASL in 2012 with factory in New Zealand and Core Distributors for the growing Developer market requiring quality product at accessible price point.
• X-BondcoreChannel Partner/ Reseller/ DistributorLatest Powder Coating technology non-stone coated metal roof tile, positioned as the leading product in this category.
• IPS (Argentina)coreChannel Partner/ Reseller/ DistributorBrought to West Africa in 2006. Manufactured in Argentina with long heritage, IPS is the best quality PPR plumbing system on the market and enjoys market leadership in several markets.
• FlowPlumbcoreChannel Partner/ Reseller/ DistributorOwn brand created by ASL for markets where grey imports need protection. Offers exclusivity and quality plumbing products. Expanded from Nigeria to Tanzania and Kenya.
• Ferroli (Italy)coreChannel Partner/ Reseller/ DistributorItalian manufacturer of electric water heaters. Partnership began in 2016 for Nigeria under Wichtech brand, expanded to Tanzania, Kenya, Jordan and Gabon under FlowPlumb and Lamborghini brands.
• Aliaxis Group (UK)coreChannel Partner/ Reseller/ DistributorUK-based manufacturer group including Hunter Plastics (guttering), Durapipe, Multikwik, and Marley. Partnership for drainage products, rainwater guttering systems, and plumbing solutions.
• Polypipe Plc (UK)coreChannel Partner/ Reseller/ DistributorPartnered in 2013 to market Polyfit push-fit plumbing in Africa - responds to market demand for quality plumbing systems that are quicker and easier to use than IPS.
• SouthPro (South Africa)coreChannel Partner/ Reseller/ DistributorSouth African manufacturer of rainwater guttering systems, partnered in 2007 to complement the roof tile offer.
• Africa Build LtdcoreStrategic or Co-development PartnerProvides bankable studies to secure DFI and ECA investment for projects. ASL and partners provide consultancy, construction solutions and Product Packages for infrastructure and real estate projects.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Grafton Group: UK/Ireland-listed builders' merchant operating Selco, Woodie's and merchanting brands. Comparable in multi-brand distribution of construction inputs, channel-led go-to-market, and exposure to trade customers, though predominantly UK/Ireland focused.
• SIG plc: UK-listed specialist distributor of building products (roofing, insulation, interiors) with a multi-brand, multi-supplier model across Europe. Directly comparable business model to African Supplies: value-added distribution of branded construction materials with technical and marketing support for channel partners.
• Howden Joinery (Howdens): UK depot-based trade distributor of kitchens, Joinery and building products to small builders. Comparable in trade-only B2B distribution, account management of small/medium contractors, and a focused product portfolio with strong brand-building DNA.

Broad incumbents

• Travis Perkins: UK's largest builders' merchant with national branch network distributing lumber, roofing, plumbing and general construction materials to contractors. Comparable in distribution-of-construction-materials focus but operates a vertically integrated retail branch network versus ASL's asset-light channel-partner model.
• Kingfisher plc: Pan-European home improvement retailer (B&Q, Castorama, Screwfix) sourcing and distributing branded construction/DIY products. Overlaps with ASL on plumbing and roofing category positioning and branded-supplier marketing, but operates via company-owned retail rather than third-party distribution partners.
• Ferguson Enterprises: Large North-American distributor of plumbing, HVAC and water-management products. Highly comparable end-category overlap (plumbing, water heaters, drainage) and a value-added distribution business model, although serving a very different geographic market.
• Holcim (LafargeHolcim) Africa: Global construction materials and solutions company with deep African operations (Lafarge Africa, Bamburi Cement, ARM). Comparable in distribution and supply of construction inputs across African markets, though vertically integrated in cement and aggregate rather than branded finished products.
• Saint-Gobain Distribution: Global building materials group with distribution arms (Point.P, Raab Karcher) and significant African/Middle East exposure. Comparable as a multi-brand construction materials distributor serving emerging markets, but at materially larger scale and with manufacturing integration.

Emerging players

• Tilcor Roofing Systems: Manufacturer of stone-coated metal roofing products whose brand is now marketed by ASL through Roof TG. Comparable end-product and category positioning (premium metal roofing), and an indicator of the manufacturer-side economics ASL's distribution layer captures value above.

Others

• Dorman Products / Polypipe (Genuit Group): UK-listed manufacturer of plastic piping and drainage systems (Polypipe, PolyFit, Durapipe) that supplies ASL as a channel partner. Comparable supplier-side economics in plumbing and drainage, and a useful reference for how building-product manufacturers value independent distributors like ASL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/african-supplies-ltd-/about

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about African Supplies