A long-running Worcestershire convenience store has recorded a 22 per cent increase in weekly sales and a 12 per cent improvement in margins within months of joining the Select & Save symbol group, Asian Trader can reveal.
Westlands Sohals, owned by the Sohal family and led by Bhavi Sohal, joined Select & Save in November 2025. The store has since benefited from improved promotions, product ranges, pricing support and marketing, helping drive both footfall and profitability.
For the Sohal family, however, the success is part of a retail journey spanning more than four decades.
"Our journey into retail began over 40 years ago after our family experienced redundancy from factory work," Sohal told Asian Trader.
"Rather than seeing this as a setback, we saw it as an opportunity to build something together. We combined our redundancy money as a family and took the brave step of investing in our first shop on Shout Road in Handsworth, Birmingham.
"Through hard work, dedication and a strong focus on serving our customers, the first store became a success. This gave us the confidence to continue growing and expanding our retail journey, leading us to purchase two more stores in Worcester and Droitwich."
The latest chapter in that journey came when the family joined Select & Save.
"We joined Select & Save in November 2025. Since becoming part of the group, our store has improved hugely, including a significant improvement in our sales," Bhavi told Asian Trader.
"Select & Save supports us with promotions, marketing materials, product ranges, competitive pricing and valuable guidance. Being part of the group allows us to remain an independent, community-focused store while benefiting from the backing and resources of an established brand."
Bhavi Sohal (extreme right) Bhavi Sohal
Bhavi credits the support from Select & Save in the store's recent success.
"The support we have received has helped us strengthen our offering, improve the overall store and continue growing. We are excited to build on the progress we have already made and continue providing the best possible experience for our customers," she said.
The store product range includes fresh produce, frozen foods, groceries, confectionery, pet food, newspapers and magazines, alongside a varied selection of alcoholic and non-alcoholic beverages. It also offers freshly prepared bakery products through its Bake & Bite range, giving customers access to convenient, high-quality food options throughout the day.
The store also has a fully operational Post Office, National Lottery services, and convenient parcel collection and drop-off facilities, including Amazon parcels.
Alongside its commercial success, the store is also expanding its community engagement.
Since joining the symbol group, Select & Save Westlands Sohals has hosted free community events, including a Christmas Fun Day and an Open Fun Day featuring face painting, bouncy castles, raffles, food and entertainment.
"Our commitment is to create a real community hub and bring people together through events and activities," Bhavi said. "These events have given local families the opportunity to spend time together and create positive memories."
Following the strong response, the retailer plans to make the events an annual fixture, including a Halloween celebration, with the aim of ensuring cost is never a barrier for local families to take part.
Barry Coleman, sales director at Select & Save, said the store's performance reflects the value the symbol group brings to ambitious independent retailers.
"This store continues to grow since joining us at Select & Save and we are delighted to have the Sohal family as a big part of our growing symbol group," Coleman told Asian Trader.
"We continue to attract the best forward-thinking retailers by offering what we believe is the best service in the industry. The growth achieved in the first few months is a testament to both the retailer and our team, and we are confident this is just the beginning.
"In the coming weeks, we will further strengthen the store's offer with the reintroduction of home delivery through Scoot and an enhanced food-to-go range for the local community."