AFTrading

AF Trading’s journey began in 2012, when it started manufacturing borehole casings. However, the company was formally established in 2018 and began trading under the AF Trading name.

Solving Market Challenges

The drilling industry faced challenges, with suppliers often dictating product choices and operating on limited hours, closing by 3 PM on Fridays and staying closed on public holidays. AF Trading saw an opportunity to meet this demand by operating 24/7, 365 days a year. They even provided an after-hours number and often had staff on-site. Their philosophy: “The client is always right, but there are always better solutions to achieve a win-win.”

Weathering the Storm: 2019

In late 2019, continuous rain from December 10 to January 15 halted sales of 350 tons of stock, nearly bankrupting the company. However, with resilience and supplier support, AF Trading rolled an additional 550 tons of stock by March 5 and managed to supply about 10% of the market.

Surviving Lockdown: 2020

When South Africa went into lockdown on March 18, 2020, AF Trading was hit hard, having just rolled 550 tons of stock, leaving them technically bankrupt. However, as many drilling companies remained closed, AF Trading became a lifeline for the industry. Remaining open, debt-free, and operating on a cash-only basis allowed them to secure available stock, and by the time tube mills reopened, AF Trading controlled up to 50% of the market share within 12-24 months.

Unprecedented Growth: 2020–2024

Between 2020 and 2024, AF Trading experienced remarkable growth, expanding its market share by 50-100%. The company now operates in seven countries and is executing a plan to supply the entire African continent. AF Trading has become a leader in borehole casings, drilling muds, and rock drilling tools.

Their journey reflects perseverance, customer focus, and innovation, turning challenges into opportunities.