EXCLUSIVE: Parfetts examines rollout of Go Local own label through other wholesalers

In July, Filshill became the first third-party wholesaler to distribute Parfetts own label

Parfetts Birmingham depot

Parfetts has been examining wider distribution of its Go Local own label through other wholesalers, as it plans to expand available products in the range further.

Industry sources told Better Retailing the symbol group operator has been in discussions with other wholesalers to make its products more widely available to retailers. Launched at the end of 2020, 50 out of 200 Go Local products made available through Filshill in July, marking the first time the products have been available outside of Parfetts.

One source said Parfetts is cautious about which third-party wholesaler it makes the range available to. As Filshill serves Scotland and the north of England, both wholesalers do not compete directly against each other. Both are members of the Unitas Wholesale buying group.

Parfetts joint managing director Guy Swindell did not deny claims the firm was looking at wider distribution when asked by Better Retailing. He added: “Our mission is to help retailers maintain margin in a tough economic environment, and we’ve put in a lot of hard work to ensure our own label range does just that. It’s fantastic to see our own label range is gathering interest from across the industry, from retailers to wholesalers.

“We are continually rolling out new ranges, including Lancer cider, Thirst flavoured water, a full range of packeted sweets, beans and additions to our Zenergy energy drinks range. We have exciting times ahead as we expand the range beyond its current 200 SKUs.”

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