Elbrook Cash and Carry to rebrand and offer improved service

Drinks wholesaler Elbrook Cash and Carry is to expand its available range and undergo a rebrand, as part of ambitious growth plans under its new management, the company exclusively revealed to our sister website Better Retailing.

Previous owner Frank Khalid sold the London-based wholesale business to the Chawla & Gulati family, who also operate All Drinks Cash and Carry and Prince Cash and Carry, in 2022. Elbrook company secretary Harmeet Kataria told Better Retailing all three depots are to be rebranded under a new yet-to-be decided name.

The process is expected to by the end of March, with the second-generation family members, Pajmit Gulati, Harmeet Kataria, Sanmeet Chawla, Ajmit Madan and Gurmeet Singh all involved in the expansion.

Kataria said: “The changes have been in the works over the past year. The branding will only change at our other two sites, but we’re modernising Elbrook. The service is what stands out and we can add our own personal touch to it, as we’re a family-run business. We also offer exclusive products in our drinks range. The Elbrook depot has been here for 40 years and we thought it was time for a change.”

Read more: Wholesaler spotlight: Fukhera Khalid, Elbrook Cash & Carry

The main changes as part of the refurbishment include making the depot floor more comfortable for retailers to shop in, adding LED screens to highlight supplier promotions, new shelving units and increasing the available range from 2,500 lines to more than 4,000. A dedicated room for spirits will also be made available.

The company is also offering discounts to first-time customers, with the rate dependent on the value of their spend.

Although Elbrook has predominantly been a soft drinks and alcohol specialist, the new owners also plan to introduce more grocery lines. The firm has also recently added DPD as partner for its national delivered service, but Kataria stressed the firm’s focus was primarily on cash and carry.

Elbrook’s existing retail club will also be revamped, with the firm potentially creating its own symbol group in the process. “We’re expanding it and looking at developing rebates and loyalty schemes,” said Kataria. “The website will be updated as well as the potential development of a mobile app to make it easier for retailers to place orders.”

The Chawla & Gulati are also looking at further expansion through the acquisition of another depot in the London area.

As an experienced journalist and editor for more than a decade, Alex has a proven record of breaking some of the biggest exclusives across the convenience and wholesale industries.


This site uses Akismet to reduce spam. Learn how your comment data is processed.