AF Blakemore is ramping up investment in staff, technology and logistics infrastructure to meet demand as M&S’s new wholesale partner.
The wholesaler was appointed in August to supply M&S with ambient and chilled branded lines that supplement its own-label offering, consequently ending a long-term supply deal between the retailer and Booker.
It is understood the decision to end the deal was influenced by AF Blakemore’s ability to deliver to M&S’s regional distribution network seven days a week versus five days by Booker, with availability and freshness central to M&S’s transformation plan.
As such, AF Blakemore has made some “focused investments” across its supply chain in order to deliver “consistent availability and scalability”, according to AF Blakemore MD for food and retail solutions Lawrence Shirazian.
These have included the creation of account management structures, with dedicated supply chain leads, to ensure it has “colleagues on the ground that can deliver the right level of focus and oversight”, Shirazian tells The Grocer.
It has also expanded its fleet in a “hard cash investment”, with the additional vehicles operating from its depots including in Bedford and Talbot Green.
“When we built our Bedford depot, which opened in 2021, it was designed at the time to increase capacity in the southeast and support the wholesale channel growth which sits within the food and retail solutions division,” said Shirazian. ”So now with the M&S volume coming on board, Bedford plays a pivotal role to servicing that partnership.”
Shirazian explained AF Blakemore was also exploring ways it could work collaboratively with M&S to enhance its planning, forecasting and replenishment processes.
“We’re looking closely at data demand signals because this then flows through into better availability for the customer and reduces waste in store, which allows us to respond more dynamically to customer needs,” said Shirazian. “Investment in automation, digital and technology is an absolute must.”
He added that the businesses were also looking at how they could integrate their forecasting insights through their partnerships with software company Relex to “drive a more intuitive outcome”.
Shirazian said these efforts to support the seven-day delivery model had collectively improved availability at M&S stores.
“M&S has talked about becoming a shopping list retailer and a destination for everyday purchases, not just special occasions,” said Shirazian. “That meant us designing a supply chain model that could support that consistent availability, agile delivery, and a branded proposition that complements their own-label strategy.
“We’re investing in people and our infrastructure to drive innovation and a relationship that is focused around creating long-term value. This isn’t about price, it isn’t about product, it’s far more collaborative and that’s what has been the real differentiator.”
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