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Our AFE Group Partners

Williams Global Operations and our AFE Group Partners

Corporate Head Office and UK Production Centre

Williams Head office, Group Engineering and UK production is based in Kings Lynn Norfolk.

UK Contracting Unit Support

In support of our UK operations, we offer the added value and benefit of regional contracting support.

Our Contracting Units 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. Our Contracting Units are also able to provide additional services to support all refrigeration appliances, air conditioning and F Gas compliance requirements.

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:
603-604 Building 1B, Dubai Design District, P.O. Box 333215, Dubai, United Arab Emirates
Tel: +971 4 510 8203

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, showroom 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 Hing, N.T., Hong Kong
Tel: +852 2 407 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


Our Partners

Falcon FoodservicesFalcon Foodservice Equipment 

Falcon is a leading UK manufacturer and supplier of high-quality, commercial prime cooking equipment.  Its product portfolio includes ranges, grills, fryers, chargrills, steaming and combination ovens.


Millers VanguardMillers Vanguard

Miller’s Vanguard offers unrivalled specialist maintenance to the foodservice industry (predominantly in the UK retail sector) and has brought the image of the ‘bakery & catering equipment engineer’ into a whole new dimension.

The ‘fix rate’ efficiency of our breakdown service and the effectiveness of our ‘service deep clean’ is an asset across all food preparation departments.

MonoMono Equipment

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

Service LineServiceline

Serviceline delivers the most comprehensive kitchen maintenance service in the catering equipment industry. Its services include Emergency Breakdown, Planned Preventative Maintenance Contracts, Kitchen safety certification, Kitchen installation, spare parts and site surveys.


Eloma has 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.

ALI Group

Ali Group

Founded in 1963 by Luciano Berti, the Ali Group is an Italian corporation with headquarters located in Milan, Italy. The company, through its subsidiaries, designs, manufactures, markets and services a broad line of commercial and institutional foodservice equipment used by major restaurant and hotel chains, independent restaurants, hospitals, schools, airports, correctional institutions and canteens.

The Ali Group and its 77 global brands employ 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 the Asia Pacific.

For more information on Ali Group products and services, visit