Parfetts is rebranding to Go Local Wholesale, reflecting its evolution from a regional cash & carry operator to a national wholesaler and symbol operator.
The change brings the wholesaler under the same name as its Go Local symbol estate, which spans fascias Go Local Extra, Go Local, The Local and Shop & Go, having just surpassed the 2,000-store mark.
Parfetts has set its sights on opening a further 1,000 stores within two years, as well as £1bn in turnover. It recorded a 10.6% uplift to £807m in its latest financial year.
“We’re proud of the history but we felt now, especially given the national reach we have and announcing that we’ve surpassed 2,000 symbol stores, now is the right time that we reviewed the name,” said joint MD Guy Swindell.
“We have grown strongly in recent years, but this is just the start. We are investing in better value, competitive pricing, availability, delivery, and more in-store support, while listening closely to retailers about what they need from us.”
The name change, which will take effect from January, aims to create a closer relationship with retailers and suppliers, while also putting a greater emphasis on its employee-owned structure.
While the rebrand brings an end to nearly 50 years of trading under the original Parfetts family name, the wholesaler transitioned to an employee-owned business in 2018. It remained Parfetts, keeping it synonymous with the family name.
Swindell explained, however, that this led some to believe it was still a family-owned business, with Go Local Wholesale better reflecting “who we are”.
The structure means every employee holds a share in the business, with profits shared with staff through its annual bonus scheme.
The company said employee ownership allowed it to reinvest in its people, customers and long-term growth rather than paying dividends to external shareholders. This year, Parfetts will a share a 10% bonus with all staff.
Joint MD Noel Robinson said this structure meant its colleagues were “empowered and wanted the business to succeed”, which “manifests in better service for retailers and suppliers”.
“Being an employee-owned business is one of the things that makes Go Local Wholesale special,” said Robinson. ”We are proud of our history, but we are no longer family-owned. We don’t have any shareholders in the stock market who want to take dividends out of the business. We can invest in our colleagues and customers in a way no other wholesaler can do, and this is our gold dust.
“Our colleagues are invested and care greatly about this business, and this is reflected in the phenomenal growth we have delivered. We have many exciting projects across new technologies, digital innovations and operational improvements in 2027, and I’m sure this will deliver real value for our customers and colleagues.”
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