Fell arrived as a single man but with goods to sell; an uncle by marriage had set him up to become a trader.

[1] When the first edition of The Nelson Examiner and New Zealand Chronicle was published on 12 March 1842, he advertised himself as "Alfred Fell and Company".

In the following year, Fell, Seymour and John Barnicoat formed a partnership, and the scope of the business was expanded from being a merchant and commission agent to also include land dealings.

In April 1858, Fell did not renew his auctioneer's licence, indicating that he had also made plans to return to Britain.

[1] Alfred Fell died at his residence (either at Greenwich or at Blackheath, London – sources differ) on 2 November 1871.

This formed the basis of a book published in 1926 A colonist's voyage to New Zealand under sail in the "early forties".