This month, Lioncroft Wholesale is celebrating its fifth birthday and it’s clear to see that CEO Dr Jason Wouhra OBE, is visibly proud of how far the Birmingham cash and carry business has evolved since he and his family first opened the doors in the middle of the Covid-19 pandemic.
While Lioncroft Wholesale may still be in single figures, the original business actually dates back more than five decades when Jason’s father Jasbir and his brothers created East End Foods. The brothers, arriving in the UK from New Delhi, opened a small store in Birmingham in 1972 selling authentic, high-quality Asian food to the rapidly-growing migrant population.
Over the years, East End Foods grew and became one of the UK’s leading ethnic food wholesale and manufacturing businesses, supplying independent stores and major supermarkets, before the family sold the business to a private equity firm in 2019.
Jason and wife Daali (now Lioncroft COO) worked with the new owners but spotted an opportunity to grow the cash and carry side of the business, so proposed to buy back the wholesale business with father Jasbir (now Lioncroft Chair), mother Pam and brother Indi (now Lioncroft associate director). The family were successful and the sale was completed in 2020.
“Our vision for the business was always crystal clear: we want Lioncroft to be the best and most respected operator in the industry,” says Jason.
“This vision is underpinned by our values of honesty, opportunity, purpose and energy. These spell HOPE which we know resonates with everyone – after all, we all hope to build a better tomorrow.”
Following a complete overhaul of the business, including significant investment into new IT systems, vehicles, digital development and the creation of a new leadership team, Lioncroft Wholesale was ready to launch with two depots, based in Aston and Smethwick, Birmingham.
Five years on, it’s clear that the business has gone from strength to strength. “We have carved out our own path in this very crowded landscape,” he says. “We refuse to compromise on quality or on our high standards, and we always put our customers first. This approach has never let me down and it continues to achieve great results.”
The results speak for themselves. With more than 10,000 retail customers across the two depots, Lioncroft is one of the Midland’s leading food and drink wholesalers, praised by its customers for its vast range of product lines, personal service and its pricing.
“We recognise that right now, it’s a challenge for anyone running a business, and our retailers are really under pressure with rising costs and squeezed margins and the need to deliver the best value for their customers,” says Jason.
“As a result, we work really closely and collaboratively with our suppliers, with Unitas Wholesale, our buying group, so that we can deliver the best possible prices. Local retailers are the lifeblood of their communities and they need the best support we can give them.”
As part of this support, Jason and the Lioncroft team are looking for additional ways to help retailers futureproof their businesses. Lifestyle Express, once the fascia group of Landmark Wholesale, is now run in England and Wales by Lioncroft, providing convenience retailers with a future-focussed fascia that blends market-leading support with freedom for retailers to run their stores their way.
“I believe Lifestyle Express offers something that works, not just for the retailer but for consumers too,” he says. “Retailers have the most amazing entrepreneurial spirit and they are the real experts on their stores, their customers and the local area, so why would we tell them what to do and what to sell? Instead, we support them with incredibly powerful promotions and access to fantastic deals and brands, backed up by the latest industry data and insight, and our longstanding industry experience. Imposing strict rules and regulations on how they do business is in no-one’s interests, least of all theirs.”
Unsurprisingly, this is proving to be popular with the Midlands’ retailers. The Lifestyle Express estate has grown 30% in the past two years since Lioncroft created a retail development team, and this looks set to grow considerably over the coming months as Lioncroft looks to invest further in the fascia.
“This isn’t just about opening new stores though,” he says. “We want to protect the future of the convenience sector and the only way we can do that is by offering exceptional value, quality and service, which are the pillars of Lifestyle Express.”
So what are Jason’s plans for Lifestyle Express? “We are working on a new concept for Lifestyle Express stores which will launch later this year. We’re really excited to talk to progressive, forward-thinking retailers who want to grow their business, protect their future and connect to a well-known brand with a long-established heritage.
“There are retailers with other symbol groups who are looking for more freedom to embrace their entrepreneurial spirit but teamed with great support. We already have a number of ambitious retailers with Lifestyle Express who are looking to open additional stores, and of course, we talk with potential retailers who are exploring the opportunities open to them and they like what they see. Lifestyle Express has a great reputation, as does Lioncroft, so it’s a double win for retailers.”
What does Jason see as the future for Lioncroft? “We don’t want to stand still, but of course, progress has to happen at the right time and in the right way. We have such strong foundations, a passionate team and incredible support from Unitas and our supplier partners, so we’re always looking for the next step to build on that.”
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