London-based wholesaler Gold Star is refocusing its business on delivered wholesale.

The company, which has a 30,000 sq ft depot in Harrow, originally launched as a cash & carry business in July 2011, but has been trialling delivered for the past 18 months. It has invested £400,000 - including in a new field sales force, sales manager, business development managers, a fleet of vehicles and new IT software.

At the moment, it delivers to 500 customers within the M25.

Gold Star founder and managing director Vijay Thanwani said the move had been in response to evolving customer needs, and most customers had been supportive.

“They are pleased that this initiative now liberates them as independents to fully concentrate on their own businesses and customers and not on time lost on the busy roads and traffic jams,” he added.

“Our customers see this as a cost saver - a huge bonus. Inspired by customer feedback and encouraged by trial results, it presents a huge opportunity - a great way forward to serve customers.”

A Gold Star spokeswoman added delivery had “always been part of our vision and most of our customers have asked for a delivered service.”

She said Gold Star’s cash & carry operation would continue until the wholesaler had “completed our distribution expansion for all our customers.” It is also offering click & collect from its Harrow site.

Gold Star originally launched as Gold Star Cash & Carry but is now called Gold Star Wholesale to reflect its move to delivered. It has also adopted the strapline, You Order, We Deliver. It delivers brands from categories such as world foods, alcohol, soft drinks, confectionery and grocery to retailers and caterers.