Premier moves into foodservice with extension

Harrow-based cash and carry operator Premier Wholesale has nearly doubled the size of its depot to 32,000sq ft by taking over its neighbouring unit.

In addition to augmenting its existing offering the Landmark Wholesale member is using the extra space to develop a foodservice offering and to introduce a range of frozen and chilled products.

The company also has an extensive delivered business and has bought two multi-temperature vehicles to carry the new chilled and frozen products.

Managing director Aroon Samani said the company had been helped by Landmark in setting up its foodservice offering and would be looking to develop it in the coming months responding to feedback from its catering customers.

Layout within the depot has been changed with a greater focus on category management and helping retailers with their range. With each category the company displays a top 10 sellers ‘must stock’ list taken from Landmark’s Hot House programme and the lists are also available as leaflets for retailers to take away.

Within categories, products are no longer grouped together by supplier but by product type.

Samani said the changes had been introduced to make it easier for retailers to shop a fixture, as the layout should more closely reflect their shops, and to help retailers stock the most appropriate range.

New tower ends have also been introduced to signpost categories, and they are now generic rather than featuring a particular supplier’s products.

The company is also aiming to expand its am2pm symbol group through franchising. It currently has 150 stores trading under the fascia and has now opened two stores under a franchise arrangement.

Samani said that Premier did not want to run stores, but he believed a franchise arrangement, where it owns a majority holding but the retailer has a stake in the Features > Business, was a good alternative.

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