Employee-owned wholesaler Parfetts is rebranding itself as Go Local Wholesale, bringing its wholesale operation under the same identity as its growing symbol estate as it targets £1bn in turnover within two years.
The Go Local Wholesale name will officially launch in January 2027.
The transition marks a new chapter for the business, making it more aligned with what it represents today and the customers it serves.
The change brings the wholesaler under the same name as its Go Local symbol estate, which includes Go Local Extra, Go Local, The Local and Shop & Go.
The move comes as the wholesaler targets £1bn turnover within two years and sets its sights on growing its symbol estate from more than 2,000 stores to 3,000 in the same period. It currently operates nine depots, with a further 500 symbol stores in its pipeline.
Speaking exclusively to Asian Trader ahead of the announcement, joint managing directors Guy Swindell and Noel Robinson said the rebrand reflects the transformation of the business from a regional cash-and-carry operator into a national wholesaler and symbol operator, with employee ownership now central to its identity.
“Go Local Wholesale better reflects who we are today and where we are going," Swindell and Robinson said. "We want to grow nationally, but we will do that by staying close to our customers, strengthening our offer and making it as easy as possible for independent retailers to do business with us.
"The new identity better reflects our growth from a regional cash-and-carry operator to a national wholesaler and symbol operator.
“Over half the business is through our symbol estate while a major chunk happening online. Our whole business is now about Go Local.
"We are proud of our history, but we are no longer a family-owned regional operator. We don’t have any shareholders in the stock market who want to take dividends out of the business."
As the UK’s only employee-owned food and drink wholesaler, Parfetts recorded turnover of £807m in its latest financial year, up 10.6% year-on-year. Following the strong performance, the employee-owned business will share a 10% bonus with all staff.
The business has stepped up investment to support its national growth plans. Its 113,000 sq ft Southampton depot, the company’s first in southern England, created more than 100 jobs and extended its distribution reach across the South and into London.
The new identity gives equal prominence to the Go Local brand and employee ownership, which the business sees as the two foundations of its growth.
The Go Local name already features across its symbol formats, including Go Local Extra, Go Local, The Local and Shop & Go. Parfetts said retailers and suppliers increasingly identify the wholesaler with the symbol brand rather than its historic name.
“The two big reasons we’re winning is the go local, the symbol group, and our people, our superpower.
“Our customers and supliers now refer to us as Go Local. We think people already call us Go Local,” Swindell and Robinson told Asian Trader.
“Now that we are entering new regions, the retailers have not even been to our depots. They are only seeing Go Local branded trucks turning up for delivery. When they log in online, they’re looking at their Go Local pricing. So we’re the Go Local already.”
To next milestones
The rebrand comes as Parfetts is seeing a positive reception in southern England, South Wales and Scotland, with further expansion expected to follow demand and the company’s ability to support stores through its distribution network.
Southampton is already helping the business establish a foothold in the south. Swindell and Robinson said the wholesaler had signed up more than 40 stores in the region over the past 12 months, with London and Kent among the areas showing appetite for the proposition.
Asked where a future depot might be located, the duo said the decision would depend on where growth develops fastest, with three potential locations under consideration.
“Here’s the reality. We’ve opened Southampton. We are covering London and beyond. We are in Scotland from our Middlesbrough depot, from our Birmingham depot. Whatever develops the quickest is where we will put our 10th depot," they said.
The growth plans come against a difficult backdrop for independent retailers, with rising operating costs, legislative changes and pressure on household spending continuing to squeeze the convenience sector.
Swindell and Robinson said, “We are in the midst of a cost of living crisis. We are battling and absorbing higher fuel prices remained at current levels. At current levels, the business iis facing additional £600,000 in fuel costs against its budget this year.
“But we are committed to free delivery to our retailers, despite and inspite the fuel price rise."
The wholesaler will continue to invest in helping retailers differentiate their stores and respond to changing shopper behaviour.
“For us, it’s important that we help our customers, help develop their stores, give them a USP. We’re doing a lot around digital. We’re about to launch a consumer app. We’re working with AI in terms of facilitating social media platforms for our stores.”
Support will also cover in-store point-of-sale materials, digital vans and guidance on legislation, including the forthcoming Deposit Return Scheme (DRS).
“We are maing sure to support indepedent convenience in this tough trading enviroment, be it costs or legislations. A big talking point currently is DRS and we are working towards that, including a trail with Natalie Fullerton in Glasgow."