It’s not every company that creates products for Hobbits and space travelers alike, but AFG Distribution has never been like most companies.
Based in Asheville, North Carolina, the company has carved out a unique market in the crowded distributor space through licensing agreements and creative in-house offerings. Drawing inspiration equally from the realms of popular culture and counterculture, AFG engineers products that appeal to stoners, cosplayers, and collectors alike.
For example, consider the million-unit-selling Gandalf pipe, a cherry wood replica of the one used by Ian McKellen in the Lord of the Rings films, or consider the Space Your Face Straight Tube Glass Water Pipe emblazoned with the iconic Grateful Dead logo.
But perhaps nothing shows off AFG’s innovative approach to design quite like its space-age SeshGear Super Smoke Thrower. Officially described as a “forced-air party gun,” the retro-futuristic piece pushes out a steady stream of smoke from its nozzle.
“There’s nothing like this on the market,” says Ben Dickert, marketing lead at AFG. “You put your herb in the top of it, and then you hit the button. There’s a motor in there that shoots out the smoke when you press the button. It’s sucking the air down through the dry herb, through the water filter, and then it’s coming out the end where the rays would come out. It’s definitely a party piece, but it’s affordable and just cool, you know?”
One of the company’s standout practices lies in its deep respect for intellectual property. Many brands are content to glue a logo onto a lighter and reap the profits of a tie-in, but AFG takes careful consideration to launch distinct product lines that appeal to niche audiences while ensuring creative rights are honored.
When AFG creates products for Cheech & Chong, it taps into the fun-spirited ideals of the comic duo, crafting tie-dyed dab mats, rolling trays emblazoned with a ’64 impala, and dry herb vaporizers. Conversely, AFG’s designs for Lord of the Rings feel straight outta the Shire. Instead of producing anachronistic bubblers or vape cartridges, the company offers long-handled wooden pipes.
Boldly Going
With all those ideas, it’s not surprising that AFG is growing. Just two years ago, it opened a 100,000-square-foot warehouse in North Carolina. This year, it’s growing beyond the national borders, having acquired the much-celebrated Canadian outfit B.O.B. Headquarters (BOBHQ).
“This partnership is about more than growth,” says AFG Founder and CEO Jayson Magura. “It’s about continuing to serve customers with integrity, quality, and a forward-thinking approach.”
We've always done some business in Canada, but having a warehouse and a distribution facility in Canada expedites that, especially with warrantied items for house brands.
Expanding into the Great White North is a natural move for AFG, he added. The company got its start the old-fashioned way by selling goods in the parking lots of jam band shows in the ’90s. As the products caught on and the team grew, they eventually made things legit at the end of the millennium.
“We’ve always done some business in Canada, but having a warehouse and a distribution facility in Canada expedites that, especially with warrantied items for house brands,” Dickert says. “We’ve worked with BOBHQ for a long time, and our company values have always been closely aligned. This will help us bring some of our house brands to Canada and take advantage of the great distribution system B.O.B has built.”
Combined, the businesses will have more than 50 years of experience in the counterculture industry.
“This merger represents the best of both worlds by combining BOBHQ’s deep understanding of the Canadian market with AFG’s vast knowledge of industry trends and ability to execute,” says Shane Shewbridge, AFG President. “The merger improves our market reach, enhances our product offerings, and strengthens our ability to deliver greater value to our customers by leveraging BOBHQ’s years of industry knowledge and creative drive.”
The Appeal of White Label
With all the newness happening at AFG, it’s tempting to think of the company as something fundamentally different than what it started from, but that would be a mistake.
AFG hasn’t abandoned the community-minded mentality that helped it grow like dandelions through asphalt.
AFG’s White Label Program, which lets businesses customize products with their logos, remains a favorite among local shops. From grinders to batteries, these custom pieces serve as both promotional tools and revenue drivers.
“White labeling is huge,” says Dickert. “Whether it’s for a shop’s brand or a special 4/20 holiday event, it lets businesses create something unique. It’s a win for everyone involved.”
AFG Strong
More than that, however, is the ethos behind it. Despite its size, AFG feels like a small business. Nothing exemplifies team spirit more than the company’s response to last year’s tragedy of Hurricane Helene.
The storm struck Asheville hard. And while AFG’s warehouse, situated atop a hill, was spared significant damage, not everyone in the company escaped unscathed.
“Overall, we were very fortunate. But we had a few employees lose everything—their houses, their cars, everything,” Dickert said. “We ran a GoFundMe campaign and raised over $120,000. And every single penny went to AFG employees living in the affected area. Almost all of the donations came from within the industry—vendors, customers, and even competitors stepped up.”
Throughout the storm’s aftermath, AFG managed to keep operations running, even when finding potable water was a challenge.
“We sourced toilets, water, and sanitizer and worked closely with our shipping logistics team to ensure product flow,” Dickert said. “We got people into work. We helped them. Products not moving means we’re not making money. We had a saying throughout it—’AFG Strong.’ It was something that felt right, and that fits who we are.”
Sampling the Goods
