AFE Group Partners
Williams Global Operations and our AFE Group Partners
Williams in the UK : Head Office and Contracting Unit Support
Williams Head office, Group Engineering and UK production is based in Kings Lynn Norfolk. In support of our UK operations we offer the added value and benefit of regional contracting support.
Our contracting offices are based in Edinburgh, Doncaster and Paddock Wood and are uniquely placed to provide dedicated site survey, installation, service and maintenance support to the entire Williams cabinet, counter and modular product range.
Williams in Europe : France and Eire
Williams operates its own subsidiary business in France to serve the culinary and gastronomy centre of Europe.
Williams Silverfrost was formed in 1990 and is based near Limogues, with our experienced team offering full support for product sales, installation service and spare parts backup to the French market
Williams also upholds a market presence in Ireland with a sales office based in Dublin supporting both Eire and Northern Ireland.
Our French Office: 2 rue Conventionnel Huguet, 23000 GUERET. France Tel: +33 5 55 52 27 88
Williams in the Middle East – Dubai UAE
Williams is committed to providing local market support to the Gulf and Middle East region through our sales and service centre based in Dubai.
Our team lead the way with expert knowledge and experience, offering both project support, sales and local inventory to the Emirates and wider GCC region, and have worked on some of the most prestige projects in the region including Burj Al Arab, Burj Kalifa Tower and Palm Island
Our Dubai Office: 18th Floor Crown Plaza Commercial Tower, Sheikh Zayed Road. Dubai, United Arab Emirates Tel: +971 4 311 7145
Williams in Asia : Hong Kong, China
Williams Refrigeration (Hong Kong ) Limited, was established in 1988 and supports the China, Asia and Middle East market expansion. Our Hong Kong offices provide excellent sales, show room and project capability whilst our extensive production facilities are located in Guangdong, China from where we offer the complete design and manufacture of quality commercial, and bespoke Front of House refrigeration – all built to the same exacting performance and quality standards set by our UK plant.
Our facilities are all ISO 9001 and 14001 certified, and our mainland china reach is further expanded with sales and service centres located in Shanghai, and Beijing.
Our Asian Office: Unit C, 12/F., Roxy Industrial Centre, 58-66 Tai Lin Pai Road, Kwai Chung, New Territories, Hong Kong
Tel: +852 2407 5422
Williams in Australia
Williams Refrigeration Australia, based in Melbourne Victoria was formed in 1986 and is one of the largest commercial refrigeration manufacturers in Australia. Serving Australia, New Zealand and the Oceania region we specialise in the design and manufacture of refrigeration solutions for all local market requirements, and operate with sales offices in Sydney and Brisbane.
Our Australian Office: 38-42 Gaine Road, Dandenong South, Victoria 3175. Australia Tel: +61 03 8787 4747
The AFE Group
The highly successful AFE Group is based in the UK and brings together a portfolio of the industry’s best known and highly respected brands that include Williams Refrigeration, Falcon Foodservice Equipment, Eloma , Mono Bakery Equipment , Millers Vanguard and Serviceline.
We are the leading provider of commercial refrigeration, prime cooking and bakery equipment, and uniquely placed to also provide your planned and preventative maintenance and servicing needs via our own national network of engineers.
AFE Group Office Bryggen Road, North Lynn Industrial Estate, Kings Lynn, Norfolk PE30 2HZ Tel: 01553 817 554
Eloma have been supplying caterers with combi steamers for 35 years. Eloma’s products are renowned for their manufacturing quality, application, ease of use and low energy and water consumption. Combine these features with the ultimate in temperature and humidity control and you are assured of the perfect cooking result.
Founded in 1922, is a French specialist in baking and pastry-making equipment. Wide range of baking equipment, high performance production units and innovative capacity make Bongard a privileged partner in the baking and pastry-making sector.
Established in 1923, Belshaw is one of the leading bakery equipment manufacturers in U.S., specialty in producing Donut equipment has made Belshaw a reputable supplier in the industry over decades.
Falcon is a leading UK manufacturer and supplier of high-quality, commercial prime cooking equipment. (including project management, service and installation)Its product portfolio includes ranges, grills, fryers, chargrills, steaming and combination ovens.
Mono Equipment is one of the leading bakery equipment manufacturers and suppliers in the UK.
This proud heritage of British craftsmanship, combined with a reputation for creating high-quality, innovative products, can be traced back to its origins in 1947.
We supply a comprehensive range of specialist equipment to satisfy the constantly developing needs of the bakery, foodservice, food-to-go and confectionery markets who all demand superb quality, reliability and value for money.
Our extensive product portfolio can be tailored to your needs, from individual items to full bakery systems
Founded in 1963 by Luciano Berti, the Ali Group is an Italian corporationwith headquarters located in Milan, Italy. The company, through its subsidiaries, designs, manufactures, markets and services a broad line of commercial and institutionalfoodservice equipment used by major restaurant and hotel chains, independentrestaurants, hospitals, schools, airports, correctional institutions and canteens.
The Ali Group and its 77 global brands employs over 10,000 people
in 33 countries and, in terms of sales, is one of the world’s largest groups
in this industry. It has 58 manufacturing facilities in 14 countries and sales
and service subsidiaries throughout Europe, North America, South America,
the Middle East and Asia Pacific.
For more information on Ali Group products and services, visit