Regal rebrands and appoints new commercial director

Household and toiletries wholesaler Regal has undergone a rebrand amid plans to expand its range of products after the firm has outlined plans to boost availability across household, professional, and health & beauty.

The rebrand was unveiled in February to give the firm a more “contemporary” look. It forms part of a wider strategy to boost availability for retailers. Regal is collaborating with various suppliers across the household, professional and health & beauty categories, so it can offer a broader and more competitive range in the coming weeks.

Read more: Regal and Reckitt announce distribution partnership

Regal managing director Chris Hughes said: “We are excited to unveil our new look to our staff, customers and suppliers. Into The Light have done a brilliant job in creating a brand identity that is positive, warm and friendly but still oozes professionalism. They also created our Regal ‘Good Business’ promise, helping us communicate our values to all stakeholders. The rebrand is key to our ambitious plans to take the business to the next stage of growth in 2024 and beyond.”-

Meanwhile, the company has appointed Jon Hunt into a newly created role as commercial director to spearhead growth in the distribution channel.

“I’m delighted to be joining Regal at such an exciting time in the company’s growth and expansion,” Hunt said. “It’s great to be working for an agile, fast paced and forward thinking family business. I’m excited to be playing a key role in delivering the opportunities the team are currently working on and bringing my wholesale and leadership experience to continue the momentum into sustainable long term growth”

Hunt was previously Sales Director at VBites which entered administration in December 2023 due to a declining vegan market but primarily spent his career leading the wholesale and foodservice channels during a 18 year spell at Kellogg’s and Upfield. He joined Kellogg’s in 2003 before moving to Upfield in 2019. Other roles in the food and drink industry include commercial positions at All About Food and consultancy with other category leading brands.

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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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