Affinity enters the business market fray

Affinity Water has unveiled its branding for its business retail operation/ The company said its aim was to lead the way as a "communiy focused" retailer when the non-household market opens up in April next year.

While the geographic extent of the firm's ambitions in the business retail market are not entirely spelt out, much of the company's announcement related to its existing market geography. That could be seen as a play to its strenghts: Affinity's granular attention to local detail was, in part, behind its fast-track status at PR14.

Affinity's chief executive officer, Simon Cocks, said: "The dedicated Affinity for Business team will continue to provide a high quality service to our business customers and support the communities we serve”. Director of the Affinity for Business team, Helen Gillett, said: “I believe our thorough understanding of the local communities in which our business customers operate, makes us uniquely placed for the future retail market."

Affinity is the final company to declare its intentions for the competitive business market having acquired this week its water and sewerage supply licence.