Parfetts

What Parfetts does

Parfetts (A.G. Parfett & Sons Limited) is a UK cash and carry wholesaler founded in 1980 and headquartered in Stockport. The company operates nine depots nationwide offering over 9,000 product lines and serves more than 1,650 independent retailers through four symbol group fascias — Go Local (smaller-format independents), Go Local Extra (premium high-footfall stores), The Local (specialist off-licences), and Shop & Go (forecourts and transport hubs). As an employee-owned business, Parfetts reinvests all profits into customer service, infrastructure, and employee profit-share rather than distributing to external shareholders, an ownership structure the company positions as a core differentiator versus PE-backed and publicly traded wholesalers.

The company's technology stack centres on the Gold online ordering platform (golocal.direct) with free next-day delivery for orders above £200, and the Go for Growth digital platform launched in 2026 that combines supplier content, EPOS data, planograms, and market intelligence with Hubpix-powered AI merchandising analysis (anomaly detection, shelf-gap identification, and a product recommendation engine). Insights flow back to suppliers via RDP, creating a closed-loop data flow between retailer compliance, supplier performance, and Parfetts' category management.

Revenue is generated primarily through wholesale product markups on bulk purchases by symbol group members and independent retailers, supplemented by free EPOS provision, digital marketing support, and a 2% promotional compliance reward to retailers executing promotions in full. Pricing is B2B account-specific with three weekly promotions, daily deals, and 7,500+ promotional lines. The company serves a UK-only domestic market but is undergoing a significant geographic expansion from its North West heritage into Southern England, anchored by a new 113,000 sq ft Southampton depot opened in 2024 — the first new cash and carry in the region for 25 years.

Name

Parfetts

Legal name

A G Parfett & Sons Limited

Website

https://parfetts.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Parfetts is an employee-owned UK cash and carry wholesaler operating nine depots and serving over 1,650 independent retailers through four symbol group fascias. The company generated approximately £800 million in 2025 turnover from wholesale product sales and AI-enabled category management services.

Ownership category

akta.pro rank

Product category

Cash & Carry Wholesale Distribution

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Local/Regional Grocer Enablement & White-label Delivery (CRAFAFAK)

akta.pro secondary industry

Traditional Grocery Stores (Small-Format/Corner Grocers) (CRAHAAAC)

Keywords

• Cash and carry wholesale
• Symbol group retail
• Independent retailer supply
• Wholesale grocery distribution
• Convenience store wholesale

Headquarters

HQ city

Stockport

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Product Sales: Parfetts generates revenue by selling a wide range of grocery and retail products to independent retailers through its Cash & Carry depots and delivery service. The company offers over 9,000 product lines including branded goods, own-brand products, chilled and frozen lines. Revenue is derived from product markups on bulk purchases by symbol group members and independent retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Parfetts is a UK Cash & Carry wholesaler that supplies over 9,000 grocery and convenience product lines to independent retailers through nine nationwide depots and a free next-day delivery service. It operates four symbol group fascias (Go Local, Go Local Extra, The Local, Shop & Go) that give independent retailers brand identity, promotional support, free EPOS systems, and category planning advice, underpinned by the Go for Growth digital platform combining AI-powered merchandising analysis with category insights and supplier content.

Product overview

Parfetts is a UK-based Cash & Carry Wholesaler operating nine depots nationwide offering over 9,000 product lines. The company supports independent retailers through four symbol group fascia brands: Go Local Extra (premium format for larger stores), Shop & Go (high-traffic forecourts and transport hubs), Go Local (smaller independent stores), and The Local (specialist off-licences). Core services include the Gold delivery service (next-day delivery with £200 minimum), the Go Local Direct web ordering platform, and the Go for Growth digital platform combining category insights, supplier content, and AI analysis. Additional services include free EPOS systems, promotional support across 7,500+ lines, and supplier activation programmes.

Differentiator

Problem solved

Functional benefit

Brands

• Go Local Extra: Premium fascia format for larger, high footfall stores with fully bespoke design tailored to each retailer's location and customers
• Shop & Go
• Go Local
• The Local

Products and services

• Cash & Carry Wholesale Supply Wholesale supply of over 9,000 grocery and convenience product lines across nine UK depots for independent retailers. Includes branded goods, own-brand products, and chilled and frozen lines.
• Go Local Symbol Group Fascia Symbol group fascia for independent retailers operating smaller-format stores, providing brand identity, promotional support, free EPOS system, and access to Parfetts' wholesale supply network.
• Go Local Extra Symbol Group Fascia Premium fascia format for larger, high-footfall stores with fully bespoke design tailored to each retailer's location and customers, including category planning and promotional support.
• Shop & Go Symbol Group Fascia Symbol group fascia purpose-built for high-traffic, transient retail locations such as petrol station forecourts and transport hubs, combining efficiency with a premium shopper experience.
• The Local Symbol Group Fascia Symbol group fascia designed for specialist off-licences to maximise profits through an enhanced alcohol range, competitive buying prices, and strong selling prices.
• Gold Next-Day Delivery Service Online wholesale ordering platform (golocal.direct) offering free next-day delivery of standard priced groceries with a £200 minimum order, supporting chilled and frozen lines plus access to in-store services.
• Go for Growth Digital Platform Digital platform combining category insights, supplier content, AI-powered merchandising analysis, planograms, and core range recommendations, enabling retailers to identify bestsellers and add recommended products directly to basket.
• Free EPOS System for Symbol Group Members Free electronic point of sale system provided to symbol group retailers alongside extensive POS kits and digital marketing support as part of the membership package.

Quantifiable outcome

• 9% increase in profit margins for The Local fascia members
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, minor and strategic.

• Red BullcoreGTM or Marketing Partner · 25 November 2025Parfetts launched a digital branded category zone featuring Red Bull. This marketing initiative creates a dedicated digital space to showcase Red Bull products and promotions within Parfetts' online platform, enhancing brand visibility and driving category engagement with independent retailers.
• Nestlé ConfectionerycoreGTM or Marketing Partner · 31 March 2025Parfetts & KitKat Sharing Bars Promotion ran from March 31 to April 20, 2025. Purchasers of minimum 2 cases of KITKAT Sharing Bars were entered into a prize draw for £100 Parfetts depot credit (5 prizes per region, East and West). Promotional period targeted Nestlé Confectionery products specifically.
• Au VodkacoreGTM or Marketing Partner · 1 January 2025Successful collaboration with Au Vodka delivered sales uplift and retailer engagement. Included a nationwide competition giveaway where Billy Singh of Thorne Convenience Store won a gold Au Vodka van. The initiative generated exceptional engagement across the network while demonstrating the power of strong supplier partnerships.
• Coca-Cola Europacific Partners GB (CCEP)minorGTM or Marketing Partner · 9 July 2023CCEP Parfetts Online BBQ Prize Draw promotion (July 2023). Customers who purchased Jack Daniels & Coca-Cola products were entered to win a BBQ. Promoter of the promotion, demonstrating Coca-Cola's interest in reaching Parfetts' retailer network.
• HubpixstrategicTechnology or IntegrationPartnership with Hubpix enables AI analysis of in-store merchandising. The system identifies compliance issues, gaps on shelf, and missed sales opportunities, recommending product additions to retailers and feeding insights back to suppliers via RDP.
• Budweiser Brewing Group InBevminorGTM or Marketing PartnerAt the Pompey Foods store relaunch, exclusive Budweiser Brewing Group InBev glassware was given as promotional giveaways alongside Bud Light. Demonstrates supplier partnership for promotional activations at retailer level.
• Lavazza CoffeeminorGTM or Marketing PartnerLavazza Coffee is part of the expanded food-to-go offer at Pompey Foods Go Local Extra store in Portsmouth, demonstrating supplier relationships supporting the food-to-go category expansion.
• Rollover Hot DogsminorGTM or Marketing PartnerRollover Hot Dogs included in the expanded food-to-go offer at Portsmouth Go Local Extra store, illustrating supplier partnerships for the food-to-go category.
• Tango Ice BlastsminorGTM or Marketing PartnerTango Ice Blasts featured in the expanded food-to-go offer at Portsmouth Go Local Extra store, representing another supplier partnership supporting category growth.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Bestway Wholesale: Second-largest UK wholesale group, family-owned, operating cash & carry depots serving independent retailers through symbol group fascias (Best-one, Costcutter, Mace). Directly comparable cash & carry model with national depot network.
• Booker Group (Tesco): UK's largest cash & carry wholesaler, owned by Tesco. Operates a national depot network serving independent retailers with similar symbol group and wholesale offerings, including Premier, Family Shopper, and Londis fascias. Directly comparable to Parfetts on core cash & carry model.
• Spar UK (AF Blakemore): UK symbol group operated by AF Blakemore & Son with national wholesale supply. Direct symbol group competitor serving independent convenience retailers with comparable fascia-based model.
• Landmark Wholesale: UK wholesale buying group representing multiple independent wholesalers, providing scale benefits to members on supplier negotiations. Comparable as a UK-focused wholesale intermediary serving independent retailers.
• Today's Group: UK voluntary wholesale buying group serving convenience and foodservice retailers through member wholesalers. Comparable wholesale-led model serving independent retailers with shared buying scale and promotional support.
• Costcutter Supermarkets Group: UK symbol group offering multiple fascias (Costcutter, Mace, Supershop) to independent retailers, supported by wholesale supply. Direct symbol group competitor to Parfetts' Go Local, Go Local Extra, and Shop & Go fascias.
• AF Blakemore & Son: Family-owned UK wholesale and Spar distributor operating Cash & Carry depots and serving independent retailers through symbol group membership. Direct comparable on cash & carry operations and symbol group support model.
• Nisa Retail (Co-op): UK symbol group and wholesale buying group acquired by the Co-op, serving independent convenience retailers with own-label and branded grocery ranges. Directly comparable symbol group model serving independent retailers across the UK.
• Londis (Musgrave): UK symbol group operated by Musgrave, serving independent convenience retailers through fascia branding and wholesale supply. Direct symbol group competitor in the convenience retail vertical.

Broad incumbents

• Palmer & Harvey (historical reference): Formerly one of the UK's largest symbol group wholesalers before its 2018 collapse. Illustrative of the structural risks in UK symbol group wholesale and the scale once achieved by national players in this category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/parfetts
• Facebookfacebook.com/parfetts
• LinkedInlinkedin.com/company/ag-parfett-sons-limited
• Instagraminstagram.com/parfetts

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Parfetts