Parfetts purchases 25% stake in digital agency 

Pictured: (left to right) Matt Price, Mel Bruton, Ben Price, Simon Hardisty

Parfetts has made a strategic investment in digital agency Pixel and now has a 25% stake in the company, which will enable it to build new mobile and online platforms for its retailers.

As part of this move, Parfetts has also expanded its existing digital marketing team, with Mel Bruton joining as digital marketing manager.

Pixel is a Manchester-based digital studio that specialises in the design, development, and architecture of custom-made online applications. It has already been collaborating with Parfetts on the evolution of its own digital platforms for over a decades, with online orders growing  to 40% of its turnover in that time.

Read more: Working Together Project: SBF GB&I & Parfetts

Guy Swindell, joint managing director of Parfetts, said: “Pixel is a long-standing and trusted partner for Parfetts. We’ve made a strategic investment to help us accelerate our plans and develop new technology that will raise the bar for retailers and shoppers alike. Working together, we are confident we can lead the industry in this area.”

Ben Price, managing director of Pixel, added: “It’s great that a client relationship has evolved over time, and Parfetts has the confidence to invest in our business to help drive digital transformation in the wholesale and convenience sector. We have big plans for the partnership and look forward to sharing more over the coming months.”

On the Bruton appointment, Swindell said:  “Mel brings a wealth of experience to her new role. Over 40% of our sales are now generated online so it is an important channel for us. But it isn’t all about online ordering, we want to continue to develop our digital channels to drive customers to our retailers’ stores. We are  developing new services that will open up new sales channels and opportunities for our customers.”

Parfetts and Pixel worked together to develop the wholesaler’s online ordering platform. It created a simple and easy-to-use experience for Parfetts retailers and provides a personalised shopping process to ensure orders can be processed efficiently. The systems are regularly updated with new features, and the API platform is already powering additional projects.

Pictured: (left to right) Matt Price, Mel Bruton, Ben Price, Simon Hardisty.

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


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