Employee-owned wholesaler Parfetts has secured its ninth depot in Southampton to strengthen its national footprint.
The Stockport-based company will open a new 113,000 sq ft depot that will enable it to deliver across the South Coast and into Greater London while also serving cash & carry depot customers from across the region. The move will create over 100 new jobs and support the expansion of the symbol groups, which include Go Local, Go Local Extra, The Local, and Shop & Go.
Guy Swindell, joint Managing Director of Parfetts, tells Wholesale Manager more about the new depot and the company’s investment in its digital platforms.
When will the depot launch?
The new Southampton depot is set to launch later this year. The 113,000 sq. ft facility will enhance Parfetts’ ability to serve cash & carry customers and those in its delivered network. The expansion is a key step in the company’s national growth strategy, ensuring that independent retailers in the South have access to Parfetts’ industry-leading services and promotions.
What will be the geographical reach of the new depot?
The new depot will strengthen Parfetts’ presence across the South Coast and into Greater London. By extending our reach, we aim to provide independent retailers throughout the region with a broader range of products and promotions. The move will support retailers in maintaining competitive pricing and better margins in an increasingly challenging retail environment.
How many symbol retailers are you aiming to recruit through the new depot?
While Parfetts has not set a specific recruitment target for symbol retailers through this depot, the expansion is expected to accelerate the company’s goal of surpassing 2,000 symbol group retailers nationwide. We have experienced rapid growth, and the addition of the Southampton depot will further support its existing network of retailers, allowing more businesses to benefit from its flexible and competitive employee-owned wholesale model.
What promotional activity will run via the depot?
Retailers using the Southampton depot will benefit from a wide range of industry-leading promotions. These include weekly manager’s specials, Big Ticket promotions, and quarterly showcases, all designed to offer competitive pricing and higher profit margins. Additionally, three-weekly promotional campaigns will provide a diverse selection of products at discounted rates, while the Everyday Low Pricing (EDLP) initiative ensures that key products remain competitively priced, helping retailers maximise their profits.
Are there any plans for a 10th depot, and if so, when and where will it be?
At present, Parfetts has no plans for a tenth depot. However, given the company’s strong growth trajectory and continued investment in national expansion, we’re open to the possibility of further depots in the future to strengthen our reach and support more retailers.
Parfetts is on track to reach £1bn turnover and 2,000 symbol group retailers. When is this likely to be?
Parfetts is well on track to reach £1bn in turnover and expand its symbol group network beyond 2,000 retailers in the near future. The company has experienced steady growth, driven by strategic investments in pricing, promotions, digital transformation, and retailer support. The continued expansion of its symbol estate and delivered network is expected to further accelerate its progress toward these key milestones.
Parfetts saw an 8% increase in turnover to £696m in the last financial year. To what do you attribute this performance?
The 8% turnover growth, which saw revenues rise to £696m, can be attributed to several factors. I think our retailers are our biggest advocates and that’s because of the hard work of our colleagues across the business. Overall, the expansion of Parfetts’ symbol estate has played a significant role, allowing the company to reach a broader customer base. The delivered network has also grown substantially, making Parfetts’ products and services more accessible to independent retailers. Additionally, investments in digital platforms have improved the retailer ordering experience, streamlining operations and increasing efficiency. The company’s commitment to offering highly competitive promotions and an expanding own-label product range has further contributed to its success.
How many products are in your own-label range, and what categories are covered?
Parfetts currently offers more than 200 own-label products, covering nearly all major categories. These include grocery staples, snacks, beverages, and household essentials. The own-label range is designed to provide retailers with products that deliver higher profit margins while maintaining strong consumer appeal.
Are there any new own-label products you want to talk about?
Recently, Parfetts has launched a new sweet range and a selection of sauces, both of which have been well received by retailers and consumers alike. These additions align with evolving consumer preferences, ensuring independent stores can access high-demand products that enhance their offering and increase customer engagement.
How are Parfetts’ symbol groups performing? Are the numbers of symbol retailers increasing?
Parfetts’ symbol groups are performing exceptionally well. The company has seen continued growth in its Go Local, Go Local Extra, and The Local formats, driven by increasing demand from independent retailers seeking a flexible and supportive wholesale partner. With the introduction of the new Shop & Go format, we expect further growth due to our ability to provide a tailored solution for forecourts and transient locations.
How is the new Shop & Go symbol format performing so far?
Parfetts is very pleased with the performance of its new Shop & Go symbol format. There are already ten retailers operating under the format or preparing for installation, with strong demand expected to drive further expansion. By the end of the year, Parfetts anticipates that at least 50 stores will have adopted the Shop & Go model. This format is particularly well suited to forecourts and high-traffic locations, offering a product range designed to cater to impulse purchases, food-to-go, and specialist categories such as car care.
You are investing in your digital platforms. How will the new-look platforms benefit retailers?
Parfetts has made significant enhancements to its digital platforms, focusing on improving usability, speed, and functionality. The updated platforms provide a seamless ordering experience, allowing retailers to place orders more efficiently. Additionally, the new systems incorporate supplier involvement, transforming the platform from a simple ordering tool into a comprehensive information hub that helps retailers make informed decisions and optimise their margins. We have big plans for our digital services this year, and I’m sure our retailers will see the additional value we can add.
How does being employee-owned benefit the business?
Parfetts’ employee ownership model ensures that profits are reinvested into the business and its customers. This approach has allowed the company to continuously improve its services, maintain competitive pricing, and offer strong support to retailers. The employee ownership model fosters a strong sense of commitment among staff, many of whom have built long-term careers with Parfetts. The level of expertise and dedication translates into better service for retailers, reinforcing our reputation as a trusted and reliable wholesale partner.
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