Wholesaler Parfetts has launched a new fascia to sit alongside its Go Local convenience symbol group.
Called ‘The Local’, it is described as off-licence fascia that is focused on improving margin for retailers. It also includes a convenience food & drink offer.
Parfetts highlighted that all retailers operating under The Local fascia will benefit from a 2% rebate, free delivery, and regular promotional offers across a wide range of beers, wines and spirits.
The group has evolved The Local brand over a number of years, initially as an offer to the on-trade and more recently as a branded area within Go Local and Go Local Extra stores. Parfetts stated that the launch followed research with off-licence retailers to identify how their experience can be improved.
Guy Swindell, the company’s Retail Director at Parfetts, said: “We’ve launched The Local in response to customer demand and detailed research. Off-licence customers visiting our depots have increasingly sought ways to work with us more closely, and retailers frequently approach us from rival fascia groups.
“The launch of the new fascia creates a new platform for our retailers’ growth, where we are closely aligned with their businesses and focused on delivering great value and logistics.”
Retailer Haydn Hicks opened the first The Local store in Ulverston in Cumbria. He said: “I was flattered to be asked to be the first store owner to work with Parfetts on bringing its dedicated alcohol focused stores to life. Having been with Bargain Booze for 22 years, it was time for a change and a new challenge, where I felt I could bring out the benefits of independence that my customers will love.
“The Local is a great concept and has given me a new lease of life, along with an immediate increase in margin of 8%.
“I have my independence back and the flexibility to use my expertise to work with customers to give them what they want, responding to the latest tastes and trends popular in the drinks world. I’m developing relationships with local craft brewers, which means I’m introducing the communities I serve to premium quality, locally produced beers and spirits. A one size fits all approach to retailing is not a model that Parfetts subscribes to, and this allows independence to flourish.”
Parfetts is aiming to grow its Go Local symbol group to 1,000 members over the next two years.
Swindell added: “It is too early to put targets on our ambitions for The Local. At this stage, it’s about talking to the retailers who share our values and appreciate the flexibility that Parfetts offers.”
NAM Implications:
- All the benefits of being a franchisee…
- …in a newly opened off-licence niche.
- A place where beverage suppliers need to be…
- …in order to dilute what is now (post-Lockdown)…
- …an over-dependence on the on-trade.
- Watch this space!
