Parfetts has pledged better access to NPD, exclusive deals and improved availability for retailers once it becomes independent from Unitas at the end of the year.
Joint MD Guy Swindell said Parfetts wanted to be “joined at the hip” with suppliers on commercial and marketing activity as it cemented its position as a symbol group operator.
He added that Parfetts’ scale and proposition – now spanning nine depots, almost 2,000 symbol stores, a growing own-label range and digital and data strategies – meant it had “outgrown” the buying group model and was looking to become “even closer with suppliers”.
“We have some great examples where we’ve worked independently and directly with suppliers and we now want to replicate that across the board,” Swindell told The Grocer, pointing to its current 360-activation with Budweiser for the World Cup.
“From a retailer point of view, the better relationship we have with suppliers, the better promotions, better availability, and better access to NPD,” he added.
Since the wholesaler announced last September that it was close to finalising an agreement with Unitas, Parfetts has had “some really encouraging conversations with suppliers”.
“We need to be engaging with those suppliers directly so they understand our business and customer needs,” said Swindell. “We are a symbol operator and our needs are about driving Go Local forward, which creates that differential.
“Those senior suppliers and senior contacts recognise us as a separate business which will open up those conversations.”
Its push to strengthen supplier connections follows the launch of Parfetts’ Go For Growth programme earlier this year. The initiative includes an online hub offering category advice, core range guidance, planograms and market data, alongside promotions, NPD and supplier content.
“It’s given us a real opportunity to work closely with suppliers to implement the range and category advice that our retailers have been crying out for,” added Swindell.
Parfetts is expecting to surpass 2,000 symbol stores by the end of the year. Its proposition now offers four fascias: Go Local, Go Local Extra, The Local and Shop & Go, spanning different missions and customer needs including food to go, grocery, and off-licence.
“I’m really excited about the quality of stores that we’re moving across and having the different brands for any type of store and retailer,” he added.
The wholesaler was also seeing more unaffiliated retailers join via its entry-level Local For You fascia, which is aimed at those entering a symbol group for the first time.
Parfetts’ latest depots to open in Southampton and Birmingham in September 2025 and March 2023 respectively meant it was able to expand its geographical reach. All nine depots operate a hybrid service with cash & carry and delivery.
As part of its symbol offer, retailers can access Parfetts’ growing 220-strong own-label range. Its latest innovation is a spirits range spanning vodka, whisky, gin, rum and brandy, across multiple formats including PMPs and smaller convenience-led packs.
The range, called Spirits Republic, marks the wholesaler’s debut into own-label spirits. It has been designed to support independent retailers in value-led alcohol categories. “Own label is a big part of our business now,” said Swindell.
Parfetts recorded an 5.3% increase in turnover to £733m for the year ending 30 June 2025 increase. Pre-tax profits, meanwhile, fell 13.6% to £7.2m.
“Increases in National Insurance, minimum wage, energy, and fuel has hit our sector massively,” said Swindell. “We’re having to navigate that. It’s a worrying time, and we’re working hard on this side to try and get it right.”
Parfetts will officially leave Unitas on 31 December.
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