Parfetts has relaunched its original Go Local Extra store in Elland, Halifax, following a major refurbishment of the site where the symbol group first launched in 2012.

The Spring Gardens store has been given a new exterior fascia alongside a wider revamp of its interior, as the employee-owned wholesaler continues to invest in its retail estate.

The site was the first Go Local Extra store opened by Parfetts joint managing director Guy Swindell 14 years ago and is regarded as the birthplace of the symbol group.

As part of the refurbishment, current owner Manny Singh has introduced a dedicated food-to-go area with coffee, slush and milkshake stations, as well as a redesigned counter.

An additional chiller has also been installed to increase the store’s fresh and chilled range, while the off-licence section has been upgraded with a rear-illuminated spirits display.

Parfetts is supporting the reopening with a promotional campaign designed to drive footfall to the store.

Singh, who has previously operated Go Local stores in Huddersfield and Birmingham, has renewed his partnership with the symbol group as part of the relaunch.

He said: “Having operated Go Local stores in both Huddersfield and Birmingham, I knew exactly what I was getting when I took on Spring Gardens.

“The brand gives independent retailers the perfect balance, the ultimate buying power and promotional strength to compete effectively, alongside the freedom to run our own businesses.”

Singh added that the expanded food-to-go and chilled ranges were designed around changing customer demand.

Swindell said the reopening represented an important milestone for the business.

“This store will always be special to me, as it was the very first Go Local Extra store I launched back in 2012,” he said.

“To see it thriving 14 years later, undergo this striking redesign, and renew its commitment to the Go Local symbol group is a proud moment for our business.”

He added that Parfetts’ store expansion programme was continuing across England, Wales and Scotland, with the wholesaler focusing on flexible trading models and operational support for independent retailers.

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