BIG INTERVIEW
PARFETTS
17 OCTOBER 2025 ASIAN TRADER 69
also helps in creating such habits.”
And just in case one is wondering if brands
feel threatened, Swindell sets the record
straight, “It’s the need of the time. Retailers
want both ranges on their shelves and it is
happening everywhere. That is what
consumers have come to expect.
“We are only looking at plugging a gap
that’s missing rather than replacing brands.
We are still very much the home of brands.”
Earlier in August this year, Parfetts
launched Go Local Paracetamol Tablets,
following the successful debut of its Go Local
Ibuprofen line in January. Available in 16-pack
tablets, the new SKU is positioned to give
retailers industry-leading returns, with a POR
of 62.1% at a £1.00 RRP, which is more than
double the average achieved on branded
equivalents.
The move clearly reflected Parfetts’
growing ambitions in own label. Its range has
now surpassed 250 lines, accounting for 22
per cent of total sales, and has a pipeline of
more than 35 new products scheduled for this
year across impulse, grocery, and bakery
categories.
Innovation isn’t optional.
Robinson points out, “We’re just about to
launch nappies. Not just any kind but Aldi
level high quality with a value range for the
independent retailer. We basically keep
looking at all avenues that we can just add to
the range.
“We are now trying to expand into our
own range of biscuits. Still looking for a
manufacturer for that!”
Empowering indies
As the UK steps into the golden quarter, the
country’s multiples and discounters are
warming up to the price wars that are seen
around Christmas and New Year’s eve every
year.
Parfetts is also ready to help indies clash
with the big guns.
Swindell said, “This
time of the year gets really
competitive, but we also
see it as a great opportu
nity.
“Christmas time is the
busiest time but it is true
also for convenience
stores. In fact, it is
convenience stores where
people run for quick
errands a day or two before Christmas.
“With all the footfall coming in, it is a
great time to capture the customer
attention with great range and that, too,
well-priced.
“During this time, we support all our
stores with free POS, shelf-talkers,
leaflets and posters.”
Not to forget the Parfetts’ famous
Parfests!
hub for the South”, turbo-charging Go Local,
Go Local Extra, and The Local symbol groups.
Parfetts’ geography has changed almost
overnight, as has its ambition.
“We are seeing retailers’ interest in our
symbol group constantly rising in this
region,” Swindell affirmed.
“We are glad that we are able to invest in
the new stores for their development and
facelift.”
For retailers in this
region, it is indeed a time
to sit up and take note of
what Parfetts has to
offer.
“In recent years, we
have strengthened our
store development team. It
assists retailers in every way
right from store layout.
“Our retail club is the
strongest out there in terms of
retailer’s margins. With us,
retailers can have all that and yet
retain their independence,”
Swindell added.
Late last year, Parfetts added a fourth
fascia Shop & Go, designed for transient,
time-sensitive sites. Think forecourts, bus
stations, train depots, high-footfall city
centres.
This one has a bespoke product range and
dedicated promotions designed for such
stores and their time-sensitive shoppers. It
will service specific shopper missions,
emphasising impulse, confectionery, snacks,
and soft drinks. It also offers food-to-go,
beers, wines, spirits, and specialist ranges,
including car care and maintenance.
Swindell is upbeat about the new fascia.
“Our Shop & Go format is seeing a good
response and is on the way to20 odd stores
now.
“This format brings great offering, not just
for forecourts, for any transient sites,
whether it’s bus depots or busy high streets,
or even around parking for time sensitive
consumers. It is starting to pick up pace now.
“One of the first Shop & Go is coming up
out of the new Southampton depot as well.
Overall, we are really pleased with the
response and also in terms of kind of supplier
response,” he said.
When it comes to symbol groups,
Parfetts is laser-focused on its target
which is surpassing 2,000 retailers at
the earliest.
Swindell said, “In recent years, we’ve
been recruiting as many as 300 stores.
So I would suspect certainly within, 18
months to just under two years, we will
be surpassing the 2,000 mark.
“However, I won’t get hung up on the
numbers. I am more proud of the kind
and the level of our stores. As long as we
do a good job, retailers will want to
always join us. Performance of the store also
improves once the place gets a lift.
“Our support and service continue to serve
the retailers. We are focused on increasing our
retail development advisors on the ground
that assist and drive retailers.
“After all, we love and value
close relationships
with retailers,
whether in our cash
and carry depots or in
their own stores.”
That conviction is
clearly reflected in a
recent annual benchmark
ing study where Parfetts’
Go Local fascia emerged as a
standout performer across
multiple categories.
It earned the highest
customer satisfaction rating
among retailers, measured by
Net Promoter Score, the industry
standard for gauging satisfaction and
likelihood to recommend.
Own label range
Another key area where Parfetts is aggressive
and clearly expanding is the own label range,
a major differentiating factor that is further
luring retailers in Parfetts’ cash and carries
and symbol group formats.
Robinson broke it down, “It again comes
back to right value and right range. Our high
quality own label range gives our retailers an
edge and an extra avenue to make better
margins that somewhere eases their
ever-increasing cost of doing business.
“Our impulse, soft drinks and grocery
categories are doing really well. Even our
everyday cider sells really well.
“In most lines, particularly soft drinks, the
price gap between our own label and the
branded ones is huge. Also, I would say people
are now getting used to the value that our
range of product brings.
“We have a solid
distribution system in
place. The fact that we
are able to put our own
label range in front of
customers consistently