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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.
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