DFAM LIMITED

What DFAM LIMITED does

DFAM LIMITED is a UK-based, privately-held wholesale distributor operating under the trading name DFAM Wholesale from a single headquarters in Moulton Park, Northampton (Company No. 15256222, registered in England & Wales). The company runs a multi-category B2B trade platform across 12+ product verticals including Automotive, Baby Products, Beauty, Home & Garden, Industrial & Scientific, Office Supplies, Pet Supplies, Sports & Outdoors, Tech & Gadgets, Toys, Lifestyle Supplements, and Vapes, distributing third-party brands such as LEGO, Playmobil, Solgar, Royal Canin, Whiskas, Elf Bar, Staedtler, and Sharpie. The platform is built on Wix and accessed via the storefront at dfamltd.co.uk, with no mobile app, public API, or proprietary technology stack disclosed.

The core go-to-market is B2B trade accounts that unlock wholesale pricing, complemented by a direct-to-consumer storefront for individual buyers. Revenue is generated through unit-priced product sales with three pricing tiers: standard consumer pricing, trade/wholesale account pricing, and bulk orders eligible for up to 5% discount. Delivery is fulfilled via third-party couriers at a standard £4.99 charge, with free delivery on orders over £500 (general) or £250 (product-page threshold). The company is founder/privately owned with no disclosed institutional backing, parent company, or public listing, and operates exclusively within the UK market.

Name

DFAM LIMITED

Legal name

DFAM LTD

Website

https://dfamltd.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Short description

DFAM LIMITED is a UK-based, privately-held wholesale distributor that sells multi-category consumer goods (toys, supplements, vapes, pet supplies, office supplies, and more) to business trade accounts and direct consumers via its Wix-based e-commerce storefront in Northampton.

Ownership category

akta.pro rank

Product category

Wholesale Distribution

NAICS

Merchant Wholesalers, Nondurable Goods (424), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industries

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB), Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ)

Keywords

• Wholesale distribution
• Consumer goods retail
• B2B trade accounts
• Bulk purchasing
• Multi-category e-commerce

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Sales: The company generates revenue through the sale of products across multiple categories including Automotive, Baby Products, Beauty, Home & Garden, Industrial & Scientific, Office Supplies, Pet Supplies, Sports & Outdoors, Tech & Gadgets, Toys, Lifestyle, and Vapes. Products are sold at retail prices to consumers and at wholesale prices to trade accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels1 record

Core offering

DFAM LIMITED operates a UK-based wholesale distribution business selling a wide assortment of consumer products across 12+ categories including toys, vapes, supplements, tech accessories, pet supplies, and office supplies. The business primarily serves B2B trade customers through wholesale pricing and bulk discounts via dedicated trade accounts, while also selling directly to individual consumers through the dfamltd.co.uk e-commerce storefront. Products are sourced on demand from various manufacturers and brands including Solgar, LEGO, Playmobil, Elf Bar, Royal Canin, and Whiskas, with UK manufacturers prioritised where possible.

Product overview

DFAM LIMITED is a UK-based wholesale distributor operating a B2B e-commerce platform. The company offers trade accounts for bulk purchasing across diverse product categories including Toys, Lifestyle Supplements, Vapes, Tech & Gadgets, Pet Supplies, and Office Supplies. The core platform serves as a multi-category wholesale marketplace with product-specific sub-categories. Products are sourced from various manufacturers and brands including Solgar (supplements), LEGO, Playmobil, Elf Bar (vapes), Royal Canin (pet food), and office supply brands. The company offers bulk discount programs up to 5% off bulk orders and provides trade account options for wholesale pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• DFAM Wholesale Platform (Trade Account Program) UK-based wholesale and distribution platform providing B2B trade accounts with wholesale pricing and bulk purchasing across 12+ product categories (automotive, baby products, beauty, home & garden, industrial & scientific, office supplies, pet supplies, sports & outdoors, tech & gadgets, toys, lifestyle, and vapes). Primary revenue channel for DFAM, with businesses applying for a trade account to access wholesale pricing, bulk order discounts, and free delivery on orders over £500.
• Toys Product category offering collectible card games, LEGO construction sets, board games, plush toys, and children's toys from brands including Top Trumps, Beanie Boos, Playmobil, and LEGO. Sold to both trade buyers and individual consumers via the wholesale platform.
• Lifestyle Supplements Product category offering health supplements and vitamins from the Solgar brand, including Vitamin C 1000mg (£10.99), Magnesium Citrate (£14.99), and Boron capsules. Distributed to both trade accounts and retail consumers.
• Vapes Product category offering disposable vapes, e-liquids, and vaping accessories from brands including Elf Bar, ELUX, and Slush Puff. Distributed through both wholesale trade accounts and the direct-to-consumer storefront.
• Tech & Gadgets Product category offering consumer electronics accessories including Micro USB cables, iPhone charger cables, and oral toothbrush chargers, sold to trade buyers and individual consumers.
• Pet Supplies Product category offering pet food and accessories including dog food (Cesar, Chappie, Royal Canin), cat food (Whiskas), pet toys, grooming tools, and horse feed, with prices ranging from £1.99 to £29.99. Distributed via both trade and retail channels.
• Office Supplies Product category offering stationery, calculators, highlighters, markers, scissors, glue sticks, sticky notes, calendars, and staplers from brands including Staedtler, Sharpie, and Pritt. Sold to trade buyers and individual consumers through the wholesale platform.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Amazon Business: Generalist online B2B marketplace serving UK businesses with multi-category procurement, business pricing, and bulk ordering. Comparable to DFAM as an online generalist serving trade buyers, but with vastly greater scale and logistics infrastructure.
• Costco UK: Membership-based wholesale club operating in the UK with a broad assortment across consumer goods. Comparable to DFAM's trade-account, bulk-pricing model, but operates at much larger scale and as an incumbent global player.

Direct peers

• Dhamecha Group: UK cash-and-carry wholesaler operating multiple depots serving independent retailers with mixed food and non-food ranges. Directly comparable to DFAM as a UK trade wholesaler with multi-category assortment and trade-account pricing.
• Bestway Wholesale: Major UK cash-and-carry and delivered wholesaler serving independent retailers, foodservice and convenience stores. Comparable to DFAM as a multi-category trade wholesaler offering credit accounts, bulk pricing, and a broad non-food assortment.
• Booker Wholesale: UK's largest cash-and-carry wholesaler serving caterers, retailers and small businesses across food, drinks, and non-food categories. Directly comparable to DFAM as a B2B trade-account wholesaler supplying independent retailers and small businesses in the UK.
• Office Depot UK: Wholesale and business supplier of office products, stationery and supplies to UK businesses and trade customers. Directly comparable to DFAM for the office supplies category and overall B2B trade-account bulk distribution model.

Regional players

• Pets Corner Trade: UK pet retailer and wholesaler supplying pet food and accessories through trade and bulk channels. Comparable to DFAM for the Pet Supplies category and B2B trade-account distribution of branded pet products.
• RS Components: UK distributor of industrial, electronic and maintenance products serving business customers via trade accounts and bulk pricing. Comparable to DFAM's B2B trade-account online wholesale model, especially for the Industrial & Scientific and Tech & Gadgets categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 DFAM LIMITED