Parfetts’ network of eight depots achieved sales of £17.09m over the Easter period. During the week ending 9 April.
The wholesaler has put this down to the new Birmingham depot exceeding expectations as well as an Easter Trade Week promotion.
The network, excluding Birmingham, hit sales of £15.46m, beating the previous record of just over £15m in the week running up to Christmas 2022.
Read more: Parfetts turnover rises by 6%
Guy Swindell, joint managing director of Parfetts, said: “We have a laser focus on helping our retailers protect their margins in a difficult time. Every business faces rising costs, and we are doing all we can to help by increasing the number of promotions and ensuring every promotion has great offers that deliver great margins across all key SKUs. It’s an approach that is helping to attract new customers to our depots and our fascia group.
“We couldn’t be more pleased with how local retailers have responded to the launch of our Birmingham depot. It’s clear that Parfetts no-nonsense approach is attractive to local retailers.”