Parfetts has bought a 25% stake in Manchester-based digital agency Pixel, for an undisclosed sum.
The wholesaler said the investment would help the two companies to build new technology for convenience retailers and enable the development of new mobile and online platforms.
Parfetts has collaborated with Pixel, which specialises in designing online applications for startups and multinational brands, for over 10 years. In that time, it has seen online orders grow to 40% of turnover.
“Pixel is a long-standing and trusted partner for Parfetts. We’ve made a strategic investment to help us accelerate our plans and develop new technology that will raise the bar for retailers and shoppers alike,” said Parfetts joint MD Guy Swindell.
“Working together, we are confident we can lead the industry in this area.”
Pixel MD Ben Price said: “It’s great that a client relationship has evolved over time, and Parfetts has the confidence to invest in our business to help drive digital transformation in the wholesale and convenience sector.
“We have big plans for the partnership and look forward to sharing more over the coming months.”
It comes as Parfetts recently appointed Mel Bruton as its new digital marketing manager.
Bruton will work with Pixel and the Parfetts marketing team to enhance the business’s digital offering.
Swindell said: “Mel brings a wealth of experience to her new role. Over 40% of our sales are now generated online so it is an important channel for us.
“But it isn’t all about online ordering. We want to continue to develop our digital channels to drive customers to our retailers’ stores. We are developing new services that will open up new sales channels and opportunities for our customers.”