Pricecheck – A Great Place to Work

Pricecheck International Brand Partners is a multi-award-winning international wholesaler and distributor of branded FMCG goods.

The company has more than 8,000 products in stock at any one time ranging from health & beauty, fragrance and toiletries to food & drink, alcohol, household and vaping.

Established in 1978, the wholesaler now exports to 100+ countries and provides a full supply chain solution whilst remaining true to the family values it was founded on, embracing technology, talent and trends to ensure it provides a world class service.

Darren Goldney, Commercial Director, Pricecheck tells Wholesale Manager what he wants to achieve in the role and why Pricecheck was named a Great Place to Work.

Where have you worked before and in what roles?

I worked at Coca-Cola for most of my career. Starting on a graduate training scheme, I was able to experience roles in all trade channels before being appointed Sales Director for wholesale and impulse.

I then moved to a Commercial Director role in a private equity owned business in Whitworth Fruit and Snacks and then Palmer and Harvey van operation, before becoming Managing Director of the Unitas Wholesale Group.

From there I made my connection with Pricecheck, a member of Unitas, and in time moved into my current role as Commercial Director at Pricecheck.

What does your current role involve?

As the Commercial Director at Pricecheck, my role centres on bridging the gap between our brand partners and customers. We enhance these connections by leveraging a shared infrastructure model, which allows us to operate more efficiently in the marketplace.

We collaborate closely with our brand owner partners to expand their distribution channels and maximise sales returns, delivering customers a compelling one-stop product solution.

This collaboration involves engaging with our category management, sales, marketing, and digital teams, while increasingly working with our operational teams as well, given that many of our services entail complex routes to market, such as B2C or targeted international customers.

What are your goals for what you want to achieve in the role?

Our goal is for Pricecheck to be known as the best distribution partner, and a Great Place to Work for our people.

To achieve this, we are dedicated to creating an appealing option for brand partners who seek the efficiencies of a shared model infrastructure – such as warehousing and delivery – while benefiting from the expertise of a blue-chip sales and marketing resource with dedicated time and KPI’s.

Building a strong team, engaging with the community, and aligning rewards with company performance are essential elements in reaching our objectives.

How is your company performing?

Being part of Pricecheck in recent years has been an incredible experience, with our revenue nearly doubling over the last five years. We have made substantial investments to ensure we are well prepared for the future. Our workforce has nearly doubled, we’ve significantly expanded our warehousing, and we’ve streamlined our processes. Most recently, we are implementing a brand-new ERP system to enhance our capabilities as we continue to grow.

Additionally, we’ve invested in website enhancements and new interfaces that allow us to operate effectively on both B2B and B2C platforms.

While our performance is often evaluated through immediate indicators of sales and profit, we have also gained recognition through consistent award wins and our designation as a Great Place to Work.

Why do you think Pricecheck was named a Great Place to Work?

This is an easy one, our people make Pricecheck a Great Place to Work. Without them we couldn’t have achieved the growth we have done over the past 45 years as in our industry people and personality can still make a difference.

I believe Pricecheck strikes an ideal balance: we’re small enough for colleagues to connect across departments, yet large enough to provide the excitement and energy of a forward-thinking growth company engaged with blue chip and challenger brands.

As we’ve evolved our model, we’ve attracted talented individuals and brands, allowing us to recruit people with diverse and new skill sets. This has facilitated structured training and development opportunities for everyone at Pricecheck.

These development initiatives empower our colleagues to excel in their roles, with our ‘BEST’ values at the forefront of everything we do. Our ‘BEST’ values emphasise being BRAVE, fostering EXPERTISE, cultivating SPIRIT, and promoting openness and TRUST.

Our Great Place to Work certification reflects our ongoing commitment to enhancing the workplace experience for all employees at Pricecheck. It’s crucial to recognise that our efforts won’t stop now that we’ve achieved this recognition.

Are you a member of a buying group? What benefits do you get from being a member?

As a member of Unitas, we benefit from valuable connections and events that enable us to engage effectively with others in the wholesale sector. Their systems provide us with clear visibility into promotions and insights on how to collaborate closely with suppliers to optimise our earnings and boost supplier sales.

How far is the geographical reach of your business?

Two-thirds of our reach is concentrated in the UK, spanning various sectors and nearly all channels, including retail, value, convenience, pharmacy, fashion, and DIY.

Remarkably, the remaining third of our business extends to 100 countries. Our partners in these markets include major retail chains, and we have successfully introduced some of our contracted brand partners into new regions. As a former supplier, I find the system control particularly appealing, as it enables us to target specific markets for each brand based on the supplier’s defined focus areas and, equally importantly, the regions and channels they wish to avoid.

Do you have an e-commerce site for your customers?

Yes, we do, the site grew hugely during covid and has continued to enhance and develop ever since.

How digital is your business, and do you offer any IT support for your members e.g. ordering apps, online support, delivery tracking?

We take pride in being digitally engaged in our business operations. We trade through platforms like Amazon and TikTok Shop and manage several brand websites, which has helped us develop expertise in both front-end creativity and back-end logistics. Our digital team and marketing team work together, supported by a dedicated small pick area, as efficient small pick fulfilment is often essential for successful digital trading.

How many products does your business supply and what categories do you cover?

Our SKU count stands at approximately 8,000. Previously, our balance was 50% rotational SKUs and 50% regular SKUs, but we are now experiencing a shift toward regular SKUs. This allows us to offer customers the excitement of new products while also providing a consistent supply for those who require it. Within this range, we are seeing significant growth in our selection of exclusive contracted brand partners.

Currently, over 85% of our offerings are non-food items, although food and drink categories are on the rise. In the non-food segment, our largest areas are personal care, household products, and suncare. Overall, we cover 16 categories across both food and non-food products.

Are there any new products in the ranges you want to talk about?

One of the most exciting developments in our product range over the past year has been the introduction of Asevi. Although some may not yet be familiar with this brand, that won’t last long. Asevi is a leading Mediterranean-inspired household cleaning brand that transforms cleaning from a chore into a pleasure.

It perfectly aligns with our values, offering exceptional quality while also being great value. We’ve been pleasantly surprised by the rate of sale, which has been bolstered by impressive social media engagement, clearly demonstrating its potential to translate into significant physical sales.

How has the wholesale industry changed in recent years?

The wholesale industry has evolved in various ways in recent years. While some business models have remained static, leading to consolidation, we also observe positive consolidation where successful groups expand by incorporating brilliant additions that enhance their overall offerings and bring new expertise in.

In this time, our model has undergone a fundamental transformation. We no longer view ourselves simply as a wholesaler.

The FWD (Federation of Wholesale Distributors) includes a ‘D’ for a reason, yet we often overlook the distinctions between wholesale and distribution. Traditional wholesale can at times be somewhat passive, primarily focusing on availability, service, and price. In contrast, our distribution model is anything but passive. We actively represent our partner brands while integrating this with our wholesale offerings, providing customers with the best of both worlds.

While many people just define wholesalers end customers as independent retailers, food service, or pubs; our model encompasses a broader spectrum, including multiple retailers, value retailers, pharmacies, fashion, DIY, and international markets. Our brand partners appoint us to drive their business in these areas, allowing them to leverage efficiencies in their own warehousing, logistics, sales, and marketing infrastructure. This, in turn, enables us to benefit from a wholesale framework while having the capabilities of a dynamic third-party sales force.