EO Unlocks National Expansion for Parfetts

In a milestone moment, Parfetts – a powerhouse employee owned business and Trustee member of the eoa – has expanded its national presence with a ninth cash and carry depot.

Image: Southampton Depot Manager Graham Burton (credit: Stuart Martin)

The new Southampton-based depot significantly expands Parfetts reach, enabling it to serve the south of England and Greater London. 

For a business historically rooted in the north, it marks the next bold expansion chapter and follows its move into the Midlands in 2023.

Embracing the Power of EO

While business expansion has multiple key drivers, there’s no denying the critical role employee ownership has played in Parfetts success.

“We knew we were ready,” says Martin Race, Chairman on Parfetts Employee Trust Board.

“We had proven the model, and we were hearing from customers who wanted us closer. It was a strategic step, not just a geographic one.”

Operating on a slim margin in a fiercely competitive industry, Parfetts has shown remarkable resilience. EO has helped build a lasting culture that absorbs shocks rather than reacting to them. 

Coupled with excellent leadership, Parfetts’ recent successes should come as no surprise.

Expansion, Expansion, Expansion

The move is part of wider expansion efforts that will see the business aim to double its own label range to 500 lines by 2026.

Speaking to Better Retailing, Trading Director Cheryl Hope said: “Own label is a key part of our range as it offers retailers up to 60% profit margin. At the moment, we have 250 Go Local lines spanning across all categories and we’ve just extended our range of medicines.”

She added: “I’ve identified forty-five lines that will launch by the end of this year, whether they’re extensions of existing products or brand-new ranges entirely.

“I’ve got a personal ambition to double the size of the Go Local range over the next eighteen months.”

Cheryl joined the business back in July and, according to Better Retailing, she’s planning to bolster relationships with suppliers.

“Collaboration with suppliers has always been important and I want to work with them. We want to identify what opportunities there are in new products and outline where retailers really need support,” she said.

“I want to also strengthen the team I’ve got to ensure we’re putting the right resources in growing product categories for retailers. I’m working with multiple teams to deliver even more value and strength promotions.”

An Alternative Model of Success

So far, the move has paid off. The business is now servicing a wider region with more to come without compromising service quality, culture or profitability, testament to the scalability of the EO model when coupled with a strong strategic plan.

In a time when many businesses are centralising or offshoring, Parfetts shows that EO can offer a competitive, resilient, and socially grounded alternative.

Discover more in our Parfetts case study.