East End Foods sells depots to East End Wholesale Stores

Dr Jason Wouhra OBE, chief executive of East End Wholesale Stores

Asian foods wholesaler East End Foods has sold two if its cash and carries to Lioncroft Wholesale, a company that is currently trading under the name East End Wholesale Stores.

Once the sale of the two depots in Aston and Smethwick is complete, they will trade under the East End Wholesale Stores name, completely separate to East End Foods.

This will leave East End Foods to focus on the company’s food range, while East End Wholesale will concentrate on the two cash and carries.

In September last year, private equity firm Exponent bought East End Foods, with members of the founding Wouhra family continuing to run the business. Dr Jason Wouhra, chief executive of East End Wholesale Stores, said: “I am extremely excited to lead the cash and carry business to new heights in this next phase of its growth and development.”

Read more: East End Foods director Dr Jason Wouhra has been awarded an OBE

We have a long-standing relationship with Jason and Jas and we look forward to continuing that relationship within the new organisation,” said Rohit Samani, Executive Chairman of East End Foods Ltd. “The East End cash and carries will continue to stock the East End brand and both companies are fully committed to building our businesses on a mutual basis.”

“We congratulate Jason and family, and all our people working in the wholesale cash and carries and wish them all the best for the future.”

Wouhra added: “I have immense confidence in the performance and opportunities within the wholesale industry and we are looking forward to working with our customers, suppliers and colleagues to grow the business and continue our relationship with the team at East End Foods Ltd to supply East End-branded products.”

Prior to it being acquired, East End Foods turnover rose by 7.2% to £205.2m in the year ended 30 April 2019. A 3.2% growth compared to the previous year.

Read more: Spotlight on East End Foods

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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