ALF Ordering Portal news + Welcome to the new ALF Website!

EDIT 01.08.2026 - The ALF Ordering Portal is now back online. We apologise for the disruption to this service. We are still working to get our Payment Portal online and we will update you here and on our social channels when we have more information.

Hi everyone, Harry here!

First of all, welcome to the brand-new ALF website.

If you’re reading this, then you’ve managed to find us! and that means the new ALF experience is officially starting to take shape.

We’ve been working behind the scenes for some time now on something much bigger than simply giving our website a fresh coat of paint. ALF is going through a full rebrand, with a new identity, a new website, new digital platforms and plenty more still to come.

Our official rebrand takes place on Monday 3rd August at 10:00am, so technically, you’re getting a little early look at what we’ve been working on!

And as they say, every positive comes with a negative.

Unfortunately, during the migration of our new websites and ordering systems onto our new platform, our ALF Ordering Portal and Accounts & Payment Portal have unexpectedly gone offline.

Believe us, this wasn't quite the part of the rebrand we were hoping to reveal early!

Our team is working closely with our technical partners to get everything back online as quickly as possible. We know how important the ordering and payment portals are to our trade customers, and restoring these services is our absolute priority.

In the meantime, we're still here.

While the portals are unavailable, you can continue placing your orders directly with our sales team:

📧 Email: sales@alfltd.co.uk

📞 Phone: 01234 211340

We'll process your orders as normal while our technical teams work behind the scenes.

We sincerely apologise for any inconvenience this unexpected issue may cause, and we really appreciate your patience and understanding while we get everything back up and running.

But this is only the beginning.

The new ALF website is the first step in a much bigger journey for us.

Our rebrand isn't simply about a new logo. It's about who ALF is today, where we've come from, and where we're heading next. It's about continuing to support the independent bricks-and-mortar stores that have supported us, while making it easier than ever to work with ALF.

There is still plenty more to come, and we're incredibly excited to share it with you.

We'll post updates across our social media channels and here on the website as soon as the ordering and payment portals are back up and running.

For now, have a look around the new website, explore what's new, and keep an eye out for 3rd August at 10:00am.

That's when the next chapter officially begins.

Thank you for your continued support,

Harry Adams - ALF Global Aquatic Distributors