Parfetts is set to rebrand as Go Local Wholesale in January 2027 as the employee-owned wholesaler targets £1 billion in turnover and further national expansion.

The decision is aimed at bringing the business under the same name as its Go Local symbol estate, which includes Go Local Extra, Go Local, The Local and Shop & Go.

The wholesaler said the change reflected its evolution from a regional cash-and-carry operator into a national wholesale and symbol group.

Parfetts is also aiming to reach £1 billion in turnover within two years, alongside plans to expand its symbol estate from more than 2000 stores to 3000 over the same period.

The business currently operates nine depots and has a further 500 symbol stores in its pipeline.

Parfetts reported turnover of £807 million in its latest financial year, up 10.6 per cent year on year, with the employee-owned business set to award a 10 per cent bonus to all staff following the performance.

Joint managing director Guy Swindell said: “We are proud of our Go Local retailers and they are at the heart of everything we do, so it is right that the wholesale business carries the same name and is more closely aligned with the customers we serve.”

He added: “Our ambition to become a £1bn business will be built on the success of our retailers. We are investing in better value, competitive pricing, availability, delivery, and more in-store support, while listening closely to retailers about what they need from us.”

The rebrand follows a period of investment in Parfetts’ national infrastructure, including the opening of its 113,000 sq ft Southampton depot, its first in southern England, which created more than 100 jobs and extended its distribution network into London and the South.

It also expanded its digital capabilities, with more than half of customer orders now placed online.

Parfetts said its employee-owned structure remained central to its growth strategy, allowing profits to be reinvested into the business and shared with staff rather than distributed to external shareholders.

Joint managing director Noel Robinson said: “Being an employee-owned business is one of the things that makes Go Local Wholesale special.

“We can invest in our colleagues and customers in a way no other wholesaler can do, and this is our gold dust.”

Robinson added that further investment in technology, digital innovation and operational improvements was planned for 2027 as the business continued its expansion.

The Go Local Wholesale name will officially launch in January 2027.

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