Jas and Michelle Chatha of Go Local Extra, Chathas Retail in Bradford, have been named Impulse Retailer of the Year at the Asian Trader Awards 2026, recognising a carefully planned store layout designed to turn shopper missions into additional purchases. The awards were held in London on
The 2,700sq ft store on Beacon Road began life in 1997 as one unit in a parade of five shops. Over the years, the Chathas acquired the freehold parade and combined three units to create a larger store that could respond to growing customer demand. The business also operates a morning café and an evening fast-food offer on the parade, both of which help draw customers to the shop at different times of day.
The Chathas’ impulse strategy is built around understanding how customers shop and placing complementary products where they are most useful. Tin openers sit close to tinned vegetables, mobile accessories are positioned near checkouts and seasonal barbecue products are displayed alongside beers during the summer.
Promotional and seasonal displays, clear signage, multi-buy offers and checkout fixtures are used to encourage shoppers to explore additional products. Staff also play a role, with the team trained to highlight offers and make recommendations.
A free 24-hour cash machine adds another reason for customers to visit the parade, while posters near the checkouts showcase the services available in-store.
The award recognises the Chathas’ use of layout, cross-merchandising and local knowledge to make impulse purchasing a planned part of the shopping experience.
Asian Trader Awards 2026, held at Westminster Park Plaza Hotel in London, recognised the achievements of independent retailers and businesses from across the country, shining a spotlight on the innovation, enterprise, resilience and community spirit that continue to define the sector.
The evening was hosted by actor Nitin Chandra Ganatra. Minister for Artificial Intelligence The Rt Hon Kanishka Narayan MP graced the occasion as the chief guest.
The Asian Trader Awards 2026 winners
- Responsible Retailer of the Year: Andrew Board, Premier Core Convenience Store, Durham
- Convenience Chain of the Year: Mohan Periyasamy Palani, Samy Group Ltd, Middlesbrough
- Tobacco & Next Gen Champion of the Year: Rajalingam Mathusan, Premier Childers Street, London
- Bakery Retailer of the Year: Roli Ranger, Budgens Ascot, Berkshire
- Next Gen Award: Hamza Hussain, Abu Bakr Supermarkets, Batley, West Yorkshire
- Best Retail Couple of the Year: Bisi and Mayo Osundeko, Go Local Junction Lane, St Helens, Merseyside
- World Food Retailer of the Year: Mohammed Altaf, PAK Foods, Stoke-on-Trent
- Independent Retailer of the Year: George Phillips, TJ’s Late Shop, Londis, Hemel Hempstead
- Best Home Delivery Retailer of the Year: Mandeep Singh, Premier Singh’s Team, Sheffield
- Food to Go Retailer of the Year: Harry and Zoe Archer, Shop & Go, Burstwick Service Station, Hull
- Spirit of the Community Award: Benedict Selvaratnam, Freshfields Market, Croydon, Surrey
- Symbol Retailer of the Year: Kalpesh (Pete) Patel, Zola Ltd t/a Costcutter, Purfleet, Essex
- Off Licence of the Year: Kathleen Campbell and Richard Walker, Campbell’s of Leyburn, North Yorkshire
- Impulse Retailer of the Year: Jas and Michelle Chatha, Go Local Extra, Chathas Retail, Bradford
- Charity Hero of the Year: Jawad and Asiyah Javed, A&J Alloa Spar, Stenhousemuir, Falkirk
- Best Merchandising Store of the Year: Raheem Ali Razaq, Ali’s Nisa Royston, Glasgow
- Businesswoman of the Year: Nathalie Fullerton, Go Local Dumbarton Road, Glasgow
- Asian Trader of the Year: Arul Palaniappan, Premier New Elgin Service Station, Scotland