What AF International does

AF International is a UK-based specialist manufacturer of technical cleaning products for office and electronic equipment, tracing its origins to 1965 when it was founded as Automation Facilities to serve the emerging office computer market. The company designs, formulates, and produces a six-category product portfolio covering screen cleaners (anti-static wipes and alcohol-free sprays), spraydusters (compressed-air products in both flammable and non-flammable, invertible and non-invertible variants), surface cleaners (including 99.7% pure isopropyl alcohol solutions and foam cleaners), whiteboard maintenance products, ATM/POS card reader and printer maintenance consumables, and a dedicated Eco-Aware sustainable line. Manufacturing emphasizes environmental responsibility, with HDPE2 recyclable packaging certified for up to 10 recycling cycles, Valpak Zero Waste to Landfill certification, ISO 14001 accreditation, and active membership in the Valpak Plastics Pact.

The company operates a wholesale-led distribution model, routing products through named channel partners including UFP in the UK, Despec across Scandinavia, Katun in Germany and the Netherlands, Exertis Connect in France, Open Storage AG in Germany, and a global Amazon/Amazon Business presence covering the UK, Germany, France, the Netherlands, and Australia. Geographic reach spans 30+ countries across Europe, the Middle East, and Oceania. Customer segmentation is horizontal and atomized, serving commercial offices, educational institutions, financial services/ATM operators, and remote/hybrid workers through both B2B and B2C channels.

AF International is privately held with no disclosed parent company, external investors, or funding activity. The firm employs 51-100 people and is headquartered in Ashby de la Zouch, Leicestershire, United Kingdom. Revenue, pricing, and ownership details are not publicly disclosed. The company's strategic positioning centers on nearly 60 years of category specialization, environmental credentials, and a broad but fragmented distribution footprint rather than technology differentiation or scale-driven cost leadership.

Name

AF International

Legal name

AF International

Website

https://af-net.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

AF International is a UK-based manufacturer of specialist cleaning products for office and electronic equipment, operating since 1965. It sells screen cleaners, spraydusters, surface cleaners, and maintenance consumables through wholesale distributors and Amazon across 30+ countries.

Ownership category

akta.pro rank

Product category

Specialty Cleaning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Office Supplies (except Paper) Manufacturing (339940)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

akta.pro secondary industries

Personal Care Wipes & On-the-Go Hygiene (Non-medical) (CRADANAJ), Hygiene Packaging & Dispensing Systems (Dispenser Systems, Packs) (IMAMAGAJ)

Keywords

• Specialist cleaning products
• Screen cleaning solutions
• Office equipment maintenance
• Spray duster manufacturing
• Eco cleaning products

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cleaning Products Sales: AF International generates revenue through the manufacture and sale of specialist office cleaning products including screen cleaners, spray dusters, surface cleaners, whiteboard products, and maintenance solutions. Products are sold through distributors, wholesalers, and e-commerce platforms such as Amazon.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

AF International is a UK-based manufacturer and supplier of specialist cleaning products for office and electronic equipment, including screen cleaning wipes and sprays, compressed gas spray dusters, surface cleaners (isopropanol solutions, foam cleaners, lint-free cloths), whiteboard cleaning products, and maintenance items for ATMs, card readers, and printers. The company sells its own manufactured branded products through wholesale distributors across 30+ countries and via Amazon/Amazon Business, with an emphasis on eco-friendly formulations and recyclable HDPE2 packaging.

Product overview

AF International is a specialist manufacturer of technical cleaning products for office and electronic equipment, operating for nearly 60 years since the 1960s. The product portfolio is organized into six main categories: Screen Cleaners (including Screen-Clene wipes and sprays, Multi-Screen Clene solutions), Spraydusters (ranging from budget utility dusters to premium Superduster high-power options, with flammable and non-flammable variants in invertible and non-invertible formats), Surface Cleaners (such as Isoclene isopropanol solutions, Foamclene, Maxiclene, and various cleaning cloths/pads), Whiteboard products (Boardclene sprays and kits, Permanent Ink Remover), Maintenance products (Cardclene for ATM/POS readers, Foambuds, Printclene), and Eco-Aware sustainable options (Safetiss paper wipes, Safebuds wooden swabs). The company emphasizes eco-conscious manufacturing with Valpak Zero Waste certification and ISO 14001 accreditation.

Differentiator

Problem solved

Functional benefit

Products and services

• Screen-Clene SCS100 Individual Screen Cleaning Wipes Individually packed alcohol-free screen cleaning wipes with anti-static properties designed to prevent dust buildup, targeted at hybrid workers cleaning personal devices such as laptops, tablets, and smartphones.
• Screen-Clene SCR100T Tub of 100 Screen Cleaning Wipes Re-sealable tub of 100 pre-moistened screen cleaning wipes with alcohol-free anti-static solution, designed to be refillable to reduce plastic use, for office and home use on screens.
• Screen-Clene SCS250 Universal Screen Cleaning Solution Universal 250ml pump spray screen cleaner formulated for safe use on most screen types with an alcohol-free streak-free formula.
• Multi-Screen Clene XMCA25MF Travel Screen Cleaning Solution Travel-size screen cleaning solution with included cloth and anti-static properties for smudge-free results on various screen types, designed for on-the-go use.
• Utility Screen/Multi-Purpose Wipes SMPW100TUT Re-sealable tub of 100 budget screen and multi-purpose cleaning wipes for everyday cleaning of screens and surfaces in office and home environments.
• Superduster SPD300 Non-Flammable Sprayduster High power non-invertible, non-flammable sprayduster for cleaning inaccessible areas of electronics, delivering super-strength power for rapid dust and debris removal from PCs, keyboards, and fans.
• Sprayduster SDU200D Invertible Non-Flammable Invertible, non-flammable sprayduster usable at any angle including upside down, ideal for cleaning keyboards and PC fans.
• Sprayduster SDU125D Invertible Non-Flammable 125ml Invertible, non-flammable sprayduster in 125ml size for precision cleaning of hard-to-reach areas in electronics.
• Sprayduster SDU400D Non-Invertible Non-Flammable Non-invertible, non-flammable sprayduster for upright use, effective for cleaning keyboards, USB drives, and PC fans.
• Utility Sprayduster HFC200UT Invertible Flammable Budget invertible flammable sprayduster with powerful blast for removing dust and debris from electronics.
• Utility Sprayduster ADU400UT Non-Invertible Flammable Budget non-invertible flammable sprayduster for upright use up to 60 degrees, powerful for dust removal from electronics.
• Isoclene ISO250 99.7% Pure Isopropyl Cleaning Solution 99.7% pure isopropyl cleaning solution for professional-grade de-greasing of surfaces and equipment in office and technical environments.
• Isoclene ISO01L 1 Litre Isopropanol Cleaning Solution 1 litre bulk isopropanol cleaning solution for larger scale cleaning applications.
• Isoclene ISW100 Isopropanol Cleaning Wipes Hard surface isopropanol cleaning wipes for quick surface de-greasing applications.
• Foamclene FCL300 Multi-Surface Foam Cleaner Multi-surface foam cleaner for general cleaning of various surfaces in office and technical environments.
• Maxiclene MXL400 Super Strength Foam Cleaner Super strength foam cleaner for heavy-duty cleaning tasks in office and industrial settings.
• Label Clene LCL200 Paper Label Sticker Remover Paper label sticker remover solution with applicator brush for removing adhesive residues from surfaces.
• Safecloths SCH050 Non-Woven Lint-Free Cleaning Cloths Lint-free non-woven cleaning cloths for streak-free cleaning of delicate surfaces in office and technical environments.
• Safepads SPA100 IPA-Impregnated Cleaning Pads Isopropanol impregnated cleaning pads for cleaning read/write heads, PCB edge connectors, and transport rollers.
• White Boardclene BCL250 Whiteboard Cleaning Solution Whiteboard cleaning spray for daily whiteboard maintenance and refresh in educational and office environments.
• Permanent Ink Remover PIR125 125ml permanent ink remover for cleaning dried-on permanent ink from whiteboards in educational and office settings.
• White Boardclene Kit WBK000 Complete whiteboard cleaning kit including spray, eraser, cloths, markers, and magnets for comprehensive whiteboard maintenance.
• Cardclene CCE020C ATM Chip-and-Pin Cleaning Cards ATM chip-and-pin and magnetic head cleaning cards pre-impregnated with IPA solution for maintaining card reader equipment in banks and financial services.
• Cardclene CCP020 Magnetic Head Card Reader Cleaning Cards Magnetic head card reader cleaning cards for POS terminals, swipe doors, and parking meters.
• Foambuds FBUIPA25 IPA-Impregnated Foam Buds IPA-impregnated foam buds for cleaning PCBs and delicate equipment in hard-to-reach areas.
• Printclene PRI025 Printer and Toner Cleaning Sheets Multi-use printer and toner cleaning sheets, reusable up to 5 times, for laser and inkjet printer maintenance.
• Safetiss STI200 Lint-Free Paper Wipes Lint-free paper wipes in dispenser box, fully recyclable, designed for eco-conscious cleaning of office and electronic equipment.
• Safebuds SBU000 Wooden Cotton Bud Cleaning Sticks Wooden cotton bud cleaning sticks providing an eco-conscious alternative to plastic for cleaning hard-to-reach areas of electronics and office equipment.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• UFP (UK) LTDcoreChannel Partner/ Reseller/ DistributorUK wholesale distributor handling AF product distribution to resellers and stockists across the United Kingdom.
• Despec (Denmark, Norway, Sweden)coreChannel Partner/ Reseller/ DistributorScandinavian wholesale distributor covering Denmark, Norway, and Sweden markets for AF products.
• Katun Deutschland GmbH / Katun (E.D.C.) B.V.coreChannel Partner/ Reseller/ DistributorEuropean wholesale distributor covering Germany and Netherlands markets, part of the global Katun distribution network.
• Exertis Connect (France)coreChannel Partner/ Reseller/ DistributorFrench wholesale distributor specializing in IT and office products distribution.
• Amazon / Amazon BusinesscoreChannel Partner/ Reseller/ DistributorGlobal e-commerce marketplace distribution for AF products reaching consumers and businesses across multiple countries including UK, Germany, France, Netherlands, and Australia.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• 3M: 3M operates across cleaning, surface treatment, and electronics maintenance products at massive scale, including screen cleaners and electronics cleaning solutions under multiple brands. While broader than AF, 3M overlaps directly in specialist electronics cleaning.
• Office Depot: Office Depot is a major office supplies retailer offering its own brand and third-party cleaning products for electronics and screens. Comparable to AF as a major buyer/competitor in the same office cleaning products category.
• Staples Inc: Staples is a major office products retailer that sells both private-label and branded electronics cleaning products (including AF competitors). They represent a key channel and competing supplier for AF in the office cleaning category.
• Reckitt Benckiser: Reckitt owns major cleaning brands (Lysol, Dettol, Finish) and competes broadly in cleaning chemicals and consumer cleaning products. Their cleaning portfolio overlaps with AF in surface cleaners and disinfectants but at vastly larger scale.
• SC Johnson Professional: SC Johnson Professional manufactures institutional and commercial cleaning products including electronics and surface cleaners, operating as a broad incumbent in the same cleaning compounds space as AF.

Direct peers

• Purosol: Purosol is a niche manufacturer of screen and optics cleaning solutions for computers, cameras, and electronics, directly comparable to AF's Screen-Clene and Isoclene product families.
• Weiman Products: Weiman manufactures specialist cleaning products for electronics, screens, and surfaces, including anti-static screen wipes and electronic device cleaners that directly overlap AF's product range.
• Endust for Electronics (Hysan Products): Endust for Electronics specializes in anti-static screen cleaners, electronics cleaning wipes, and spray dusters targeting the same office and consumer electronics maintenance niche as AF International.
• Fellowes: Fellowes is a global manufacturer of office products including computer/electronics cleaning kits, screen wipes, and air dusters. They directly compete with AF in specialist office equipment cleaning and share similar wholesale distribution to office products resellers.

Emerging players

• Care+Protect (BSH Home Appliances): Care+Protect offers specialist cleaning products for home appliances and electronics from BSH (Bosch/Siemens). They compete with AF in electronics cleaning consumables, focused more on consumer home appliances but with overlapping product types.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AFInternational
• YouTubeyoutube.com/@AFInternationalHKW
• Facebookfacebook.com/AFInternational
• LinkedInlinkedin.com/company/af-international
• Instagraminstagram.com/af_international_cleaning

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AF International