Parfetts is confident it can deliver the pricing, range and support retailers need independently, as the symbol operator prepares to leave the Unitas Wholesale buying group next year.
The firm will end its ties with Unitas at the end of 2026. As a group, Unitas uses the collective buying power of its members to negotiate better pricing with suppliers, which is then passed onto retailers.
Ahead of the departure, Parfetts has prepared a boosted own-label range and enhanced retailer support. This includes the Spirit Republic range launching in February, a collection of white rum, gin, vodka, whisky and brandy.
Joint managing director Guy Swindell told our sister website Better Retailing: “We started own label three or four years ago and leaving Unitas shows that we’re clearly looking at opportunities around new categories and new lines.
“We’ve got a really strong performance around own label and the improved margins for retailers look really great as well. You want to see brand leaders but you want a good own label option alongside that.”
“We’d like to thank Unitas for helping us on the journey, our track record over the last five years shows how strong our retailer operation and depot network is now, and how we’ve outgrown [Unitas].
Read more: Parfetts to leave Unitas at the end of 2026
“When Parfetts joined Unitas, we just had one depot and our turnover was 3% of what it is today. We were a regional wholesaler. Now we’re national, reaching new areas in the south coast, Wales and Scotland. The time now is to be independent. Working with suppliers and building those relationships directly is key.
Commenting on the development, joint managing director Noel Robinson added: “Our trading director Cheryl Hope and her team are really focused on the development. You can see the growth of own label in the multiples. Morrisons Daily is one example of where own label is heavily distributed.
“We’ve got so much more to offer suppliers and customers. That’s where our confidence comes from.”
What are Parfetts’ plans for the future?
The new year will also see the launch of Parfetts’s Go For Growth service, a bespoke hub designed to offer retailers ranging support and advice across all categories.
Swindell explained: “Over the years we’ve invested in our merchandising and store development team. There’s 13 of them now. We will work and execute plans with suppliers, and our own label. It’s our responsibility to help guide retailers with categories, trends and store layout.”
Elsewhere, Parfetts has invested heavily in its delivered network, adding more lorries, machinery and added incentives for pickers. This has helped speed up the pick rate to get deliveries out to stores more quickly.
Earlier this year, Parfetts notably opened its Southampton depot, helping it expand its reach even further. Swindell told Better Retailing the increased reach would help Parfetts hit its target of amassing 2,000 retailers to its Go Local symbol in 2026.
He added: “We’ve got Go Locals popping up in Portsmouth, Brighton and beyond. We’ve got more plans in the pipeline.
“Clearly competitors have reacted and it’s all good news for retailers when it comes to price. Booker and Bestway have reacted with pricing and promotion. They’ve been out in force visiting customers, as have we. It’s also to do with the time of the year, but both have upped their game with activity in the region.”
Robinson concluded: “Our ambitions stretch further than Southampton. We’ve got a lot of freedom to make long-term choices and we’re there for the next 30 years. It gives retailers confidence.”
