01
CREATE
Brand & retail concept
Positioning, identity, customer proposition and storefront direction built around a clear category opportunity.
Australian owned & operated
We build online retail brands that move.
AFL Group creates, operates and grows specialist e-commerce businesses through a shared foundation of retail thinking, technology and continuous improvement.
01Brand creation
02Retail operations
03Growth & optimisation
Retail brand ecosystem
Home & lifestyleCozy Haven
Pet retailPaws Haven
Outdoor retailOutdoor Haven
ConnectivityeSIM Haven
Digital first
Built to improve↗
Selected brands
About AFL Group
01 — WHO WE ARE
More than a collection of websites. A connected retail group.
AFL Group Pty Ltd is an Australian online retail business creator and operator. We develop focused stores around clear customer needs, then support them with shared technology, systems and retail expertise.
Each brand has its own identity and category focus. Behind the scenes, the group creates leverage through common infrastructure, smarter operations and a culture of ongoing optimisation.
Our network
Different categories.
One retail mindset.
Focused specialist stores, built to be useful on their own and stronger through the AFL Group network.
01 / Home & lifestyleVisit brand ↗
CH
Cozy Haven
Comfort-led online retail for the Australian home.
02 / Pet retailVisit brand ↗
PH
Paws Haven
Products and essentials for happier pets and homes.
03 / Outdoor retailVisit brand ↗
OH
Outdoor Haven
Gear for camping, adventure and life outside.
04 / ConnectivityVisit brand ↗
eH
eSIM Haven
Digital connectivity designed for modern travellers.
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The portfolio keeps evolving. AFL Group continues to explore, create and develop specialist online retail opportunities.
What we do
One operating foundation.
Four connected capabilities.
We combine the disciplines needed to take a retail idea from concept to an actively improving online business.
02
OPERATE
E-commerce systems
Product catalogues, merchandising, store technology and the operational workflows behind a functioning online retailer.
03
GROW
Performance & optimisation
Speed, discoverability, conversion, range and customer journeys are continuously reviewed and improved.
04
IMPROVE
Customer experience
Clear, useful and low-friction shopping experiences designed around helping customers get to the right product faster.
How we operate
Built for the long game.
Retail changes constantly. Our operating model is deliberately designed around iteration rather than “set and forget”.
Create → Operate → Learn → Improve
FOCUS
Start with a real customer need.
Every store begins with a clear category, audience and reason to exist.FOUNDATION
Build on shared capability.
Common technology and operating knowledge create consistency without making every brand feel the same.PACE
Move, measure and refine.
We favour practical improvements that make stores faster, clearer and easier to use.LONGEVITY
Build businesses, not noise.
The goal is sustainable online retail brands that continue to get better over time.Connect with AFL Group
Have a business, supplier or partnership opportunity?
We welcome conversations with suppliers, service partners and businesses aligned with the continued growth of our online retail network.
Company details