A successful Walsall convenience retailer has relaunched two existing stores to become Go Local Extra and Go Local fascia stores.
Once the extensive interior refurbishments are complete, the new-look stores in Brownhills will provide healthy competition to nearby competitor stores and supermarkets, with the exteriors already attracting positive customer feedback.
With over four decades of experience, Pete Khela operated under the Costcutter fascia for 30 years. Pete’s father ran a successful family-owned business on Ogley Road before he took over. Pete opened a second store on Lichfield Road in 2006.
The 1,600 sq ft store on Ogley Road is being fully refurbished into a Go Local Extra store to feature a food-to-go offering including coffee and slushes, fresh groceries, multiple rows of well-stocked chillers, a completely new counter area, new lighting and shelving units and an extensive beer, wines and spirits section. Lichfield Road has been relaunched as a Go Local fascia store.
Both stores receive regular deliveries from Parfett’s Birmingham wholesale depot in Tyseley, which opened last year.
Pete worked closely with the Parfetts team on the revamped designs for both stores to deliver a striking new look and spacious layout. This was an area of the business that Pete was struggling with, and he admits that he couldn’t visualise how he could improve the layout of the store to help boost profitability, maximise space and provide a wider range of produce for customers.
He chose to partner with Parfetts and Go Local/Go Local Extra as he valued his independence combined with the flexibility and freedom to choose the best product range for his customers but with the full backing of a strong support network. He also wanted to provide maximum value to his customers without the hassle of costly and sometimes punitive administration, which would eat away at his profits.
With over 40 years of retail experience, Pete’s contacts are extensive, and he was aware that many of these were making the move to Parfett’s, which fuelled his curiosity; he commented: “This was an excellent opportunity to take two firmly established local stores to the next level. It was easy to partner with Parfetts, Go Local Extra and Go Local, as I already knew many people who had moved to Parfetts from other wholesalers. As the relationships already existed for years, the whole set-up does feel like one big family, and I really value that.
“I was already aware that Parfetts is a reliable and great value wholesaler, so becoming a Go Local Extra store in the area is a positive move for both my business and my customers. It’s an ideal fit for the store’s loyal customers, many of whom I have known for 40 years and grown up with. We know and understand our customers very well here. But after such a long time in the trade, it’s easy to grow complacent, and Parfetts’ team brings something entirely new to the table regarding vision, offering, style and, significantly, value for money. They understand the fundamentals of independent retailing and what makes us tick, and I feel this is a key quality that other groups don’t possess.
“There’s a really strong rapport between store owners and the Parfetts team. Genuinely, nothing is too much trouble. Since becoming part of the Parfetts ‘family’, I’m pleased to see that we are already appealing to a new type of customer and giving something new to very loyal customers who have been shopping here for over 40 years in some cases.
“Parfetts has provided hands-on support throughout the changeover, helping to get the store ready with everything from layout and design to advising on promotions. Working with Parfetts is the best move I’ve ever made. It’s reignited my passion for retailing and made both stores even more successful. I’m kicking myself that it took me so long to make the switch as it has been so straightforward!”
Parfetts is an employee-owned business, and its employees play a significant role in the company’s and its retailers’ success.
As more independent retailers choose Parfetts, the business has enjoyed record growth thanks largely to its focus on great value and service from a team dedicated to the success of the retailers it supports.
Steve Moore, head of retail at Parfetts, said: “We’re working closely with Pete to develop his stores and build on his valuable experience as a trusted retailer who has established major loyalty from his customers. Both of his stores are making great use of the space available to deliver a positive shopping experience for customers combined with a warm welcome and real value for money. As a hard-working retailer who has really rediscovered his retail mojo since joining us, we look forward to supporting the further growth of Pete’s businesses.”
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