Affinity Fragrances’ focus on trust, agility and long-term partnerships is driving its international expansion
Affinity Fragrances (Affinity) is one of the UK’s leading fragrance wholesalers, supplying branded perfumes and beauty products to retailers, distributors and partners across the UK and international markets. Founded in 2016, the company has grown from a modest stockholding and a small founding team into a business generating annual revenues exceeding £125 million. Headquartered in the UK, Affinity works across wholesale and distribution channels, with operations spanning Europe, the US and other global markets.
The business has built its reputation on speed, reliability and long-term relationships. By maintaining a strong focus on customer service, supplier partnerships and delivering on its commitments, it has established a trusted position within the market.
More recently, Affinity has expanded beyond wholesale into distribution, including becoming the UK distributor for Lionel Messi Fragrances.
“We started as a relatively unknown small fragrance wholesaler with a simple ambition: to have fun and build a business in an industry we found exciting,” begins Niraj Patel, Commercial Director. “There was never a grand plan to reach a particular revenue milestone. Vish had grown up around the fragrance industry through his family’s business interests and understood how the market worked, so we began by buying stock, speaking to as many potential customers as possible and creating opportunities wherever we could.
“The company’s growth was very organic. We weren’t following a rigid five-year strategy; we were simply proactive, hardworking and determined to make things happen. We started with a team of just four people, and I joined a few months after the business was founded. Vish and I have been close friends since we were 13 years old. At the time, I was working as a civil engineer. I wasn’t particularly looking to move into fragrance, but he convinced me to join the business and eventually I decided to take the leap. Looking back, it was one of the best decisions I’ve ever made.
“From day one, our approach has been based on action and accountability,” he continues. “If a customer needs something, we respond immediately. If there is stock available in the market, we move quickly. Most importantly, we do what we say we’re going to do. Even when a deal hasn’t gone our way, we’ve always honored our commitments because trust is everything in this industry. By paying our bills on time, delivering what we’ve promised and standing by our word, we’ve built strong relationships with both customers and suppliers.”
That mindset has driven Affinity’s growth over the years. In fact, during the pandemic the company reached £100 million in revenue, which was a major milestone. Like every company, Affinity has faced challenges along the way, including periods when the fragrance market experienced significant price declines. That said, it has continued to grow year after year, finishing 2025 at just under £125 million in revenue.
“One of the key things we guard against is complacency,” Niraj shares. “We’ve always believed that the moment you become too comfortable is the moment mistakes start to happen. Our culture remains very much focused on continuous improvement, hard work and staying close to our customers. While a large portion of our sales still come from the UK, we’ve successfully diversified across Europe, the US and other international markets, creating a healthy global mix.
“We’re also continuing to evolve as a business. This year, for example, we’ve secured the official UK distribution rights for Lionel Messi Fragrances, which marks an exciting step in expanding our distribution capabilities alongside our wholesale operations. Ultimately, our success has come from maintaining a ‘go, go, go’ mentality, staying true to our commitments and never losing the entrepreneurial spirit that helped us build the business in the first place.”
Working with leading brands
Affinity focuses predominantly on designer fragrances. These are the major high-street brands that consumers know and trust, including names such as Versace, Davidoff, Armani, Dior, Paco Rabanne, DKNY and Hugo Boss. These products are the fastest-moving categories in the market and are well suited to the global wholesale trade.
“Around four-to-five percent of our turnover comes from adjacent categories such as cosmetics, skincare and haircare, but fragrance remains our area of expertise,” Niraj elaborates. “That’s where our knowledge, relationships and experience are strongest, and we’ve deliberately chosen not to diversify too far beyond that. The majority of our capital is invested in fragrance stock, so maintaining focus is important. That focus has been a key part of our success and allows us to operate efficiently while continuing to grow.
“Alongside our wholesale business, we’re increasingly focused on securing official distribution rights for new brands. That means we’re responsible for bringing the brand into the market, developing its retail presence and managing its distribution across the country.
“Looking ahead, we see significant opportunities in this area,” he adds. “Rather than simply trading products, distribution involves working directly with brand owners and manufacturers to develop a clear route to market, outlining how the brand will be positioned, supported and sold through retail and online channels. Distribution is a natural evolution for the business and complements our existing wholesale expertise, allowing us to build long-term value while leveraging the market knowledge, relationships and infrastructure we’ve developed over the past decade.”
Global expansion
One of Affinity’s most significant recent investments has been the opening of a warehouse in Singapore, which has provided a strong competitive advantage and strengthened its ability to serve international customers.
“A key priority was ensuring that the Singapore operation maintained the same standards, systems and processes that have underpinned our success in the UK,” Niraj says. “By replicating our existing operating model and investing heavily in training, we’ve been able to deliver a consistent level of service and quality across both locations.
“The warehouse has been particularly valuable for customers outside Europe. Rather than routing products through the UK, we’re able to source stock in Asia and deliver it directly to international markets, reducing both transit times and freight costs. As our global footprint continues to expand,” he concludes, “the Singapore facility provides an important platform for future growth and helps us serve customers more effectively on a worldwide scale.”