Elbrook Cash & Carry has become the third wholesaler to join Today's Group in as many weeks.
The signing was widely predicted after Elbrook left Today's rival Landmark Wholesale last summer. Elbrook, which has a 26,000 sq ft depot in Mitcham, south London, said it had switched to "change its strategy" and "further expand its business".
"We continually look to provide an enhanced service to our customers and expand our business, particularly in the licensed sector, which is critical to us and a key strength of the Today's Group," said Elbrook MD Fukhera Khalid. "We had a number of options when we left Landmark and we place great importance on the relationships we build with our partners."
Today's MD Bill Laird added: "There are very few independent wholesalers the size and importance of Elbrook. We appreciate the decision to join us was not taken lightly."
Elbrook said it had left Landmark on good terms. But the move was likened to a football transfer by one source, who said: "Like Manchester United and Manchester City, there aren't many players who cross the great divide."
Today's latest coup follows the capture of Northern Ireland's Botl and new cash & carry Gold Star in the past fortnight.
Landmark brushed off Elbrook's exit, with MD Martin Williams saying the group had added four new members in the past year and more were "very close" to signing up.
The signing was widely predicted after Elbrook left Today's rival Landmark Wholesale last summer. Elbrook, which has a 26,000 sq ft depot in Mitcham, south London, said it had switched to "change its strategy" and "further expand its business".
"We continually look to provide an enhanced service to our customers and expand our business, particularly in the licensed sector, which is critical to us and a key strength of the Today's Group," said Elbrook MD Fukhera Khalid. "We had a number of options when we left Landmark and we place great importance on the relationships we build with our partners."
Today's MD Bill Laird added: "There are very few independent wholesalers the size and importance of Elbrook. We appreciate the decision to join us was not taken lightly."
Elbrook said it had left Landmark on good terms. But the move was likened to a football transfer by one source, who said: "Like Manchester United and Manchester City, there aren't many players who cross the great divide."
Today's latest coup follows the capture of Northern Ireland's Botl and new cash & carry Gold Star in the past fortnight.
Landmark brushed off Elbrook's exit, with MD Martin Williams saying the group had added four new members in the past year and more were "very close" to signing up.
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