Parfetts has announced that Cheryl Hope is joining the employee-owned business as trading director. She joins the business from Unitas, where she led the trading team for three years.
Cheryl will report to the joint managing directors, Noel Robinson and Guy Swindell. She brings a wealth of experience to the role, having held senior positions at AF Blakemore & Son, BAKO Northwestern, Iceland and Co-op.
Cheryl Hope said: “Parfetts has a fantastic reputation with retailers, suppliers and the wider industry. It is great to join the team and support the national expansion plans through strong, collaborative supplier relationships. The employee-ownership model of the company sets it apart from the rest of the industry, and you can feel the difference when you meet people from across the business. It’s exciting times ahead.”
Guy Swindell, joint managing director at Parfetts, said: “Cheryl is a hugely experienced professional with a fantastic understanding of the sector. She’s ideally placed to support our ambitious growth plans and take our focus on supporting retailer margins to the next level.”
The news follows the recent announcement of Parfetts ninth depot in Southampton. The wholesaler is creating 100 jobs in Southampton as it prepares to open its new 113,000 sq ft depot later this summer.
"Our trading team plays a vital role in helping us support our customers and maintain relationships with suppliers," said Noel Robinson, joint managing director of Parfetts. "Cheryl is a strong fit for our values and brings a customer-first mindset. She’s a fantastic addition to the business."
The expansion strengthens Parfetts' national footprint and will service retailers across the South Coast and Greater London, supporting Parfetts' rapidly expanding network of convenience stores, including Go Local, Go Local Extra, The Local, and Shop & Go.
The former trading director at Parfetts, Gurms Athwal, left the business in April.
Parfetts appoints new trading director
Cheryl Hope appointed Trading Director at Parfetts
Parfetts
By Pooja ShrivastavaApr 17, 2025
Pooja Shrivastava
A passionate journalist with about a decade of experience, Pooja has developed a strong hold on the UK grocery retail sector. From exploring legislative changes, supply chain shifts, consumer buying habits, trends to retail crime, her work is driven by a deep belief in investigating, finding the truth and telling authentic unbiased stories.
Be it convenience pathbreakers, wholesale trendsetters or Post Office Horizon scandal victims, Pooja has an equal flair for deciphering industries as well as human complexities. At Asian Trader, she aims to bridge the gap between policy, trade, and the shop floor, always keeping a finger on the pulse of what matters most to retailers.