ABOUT US

DOING BUSINESS IN AFRICA

When African Supplies Ltd. began in 2000, our aim was to find strong distribution channels for the supply of quality building materials in Africa. We were established to bring RoofTG, Decra and Gerard brands to market in Africa. Today, Africa and the Middle East is one of the company’s largest selling markets.

To build and sustain a leadership position across African markets, it’s important that we measure ourselves by the value that we add in the supply chain. Today, ASL has expanded the business beyond Roofing and operates a route to market in over 30 countries for several major international building product brands.

Today, Africa is AHI Roofing’s largest and fastest growing region, contributing to over 33% of global sales.

Such growth has not been achieved easily and many lessons have been learnt along the way. Some have become key parts of the way ASL do business; ‘The ASL Way’.

Our overriding mantra is to respect the culture of our clients and work in alignment with partners; not imposing other systems or methods, but by complementing existing working practices.

Our role is to add value to the channel, strategic planning, training and marketing, all with a unique blend of local and international considerations’. This has led to ASL becoming the world’s largest supplier of Branded Building products to sub-Saharan Africa.

OUR GROWTH IN AFRICA

Click on year to see first delivery by country

  • Tanzania and Uganda

  • Gambia, Ghana and Kenya

  • Eritrea and Burkina Faso

  • Sierra Leone

  • Ethiopia and Nigeria

  • Zambia

  • Rwanda and South Africa

  • Liberia and Somalia

  • Cape Verde, Gabon and Sudan

  • Angola

  • Malawi

  • Djibouti

  • Cameroon

  • Mozambique and Mauritius

  • Ivory Coast

Roofing tiles

ASL have sold enough Decra and Gerard roof tiles for them to wrap around the world one and a half times.

ASL Operations

ASL operates in 25 countries, covering at least 50% of sub-Saharan Africa (by land mass).

In export, especially Africa, big businesses often just don’t get it. Success is not about transactions and job titles and global reach, it is all about relationships and trust. ASL is a classic example of a company, one of very few, that really understands this.

Robert Craven
Programme Director
Cranfield School of Management