JW Filshill has bought the rights to the KeyStore fascia for the whole of the UK as it ramps up its plans to expand beyond Scotland.
Filshill already supplies 163 KeyStores in Scotland but now has the rights to use the brand in England and Wales from Booker and Palmer & Harvey.
KeyStore was previously owned by Key Lekkerland but was split between the three wholesalers when the buying group disbanded in 2008. Filshill expanded its delivered wholesale business into the north of England for the first time in October 2008 and now hopes to revive the KeyStore fascia there too.
It has about 60 convenience store customers between Leeds and the Scottish border, and hopes being able to offer the KeyStore symbol will boost its growth.
After establishing itself as a major player in the north of England, Filshill aims to grow its business and the KeyStore fascia throughout the whole of the UK. "We have strong ambitions to develop our business in Scotland and also in the north of England a bigger, stronger group will increase our negotiating power with suppliers and enable retailers to pass on the benefits to their customers," said Filshill's sales director Ian McDonald.
"We continue to attract new retailers who are dissatisfied with other retail groups and believe that KeyStore gives a strong brand identity in a busy convenience marketplace."
KeyStore offered strong promotions and retailer support for a relatively low membership fee, he added.
Filshill also plans to develop the KeyStore website as a marketing tool.
Filshill already supplies 163 KeyStores in Scotland but now has the rights to use the brand in England and Wales from Booker and Palmer & Harvey.
KeyStore was previously owned by Key Lekkerland but was split between the three wholesalers when the buying group disbanded in 2008. Filshill expanded its delivered wholesale business into the north of England for the first time in October 2008 and now hopes to revive the KeyStore fascia there too.
It has about 60 convenience store customers between Leeds and the Scottish border, and hopes being able to offer the KeyStore symbol will boost its growth.
After establishing itself as a major player in the north of England, Filshill aims to grow its business and the KeyStore fascia throughout the whole of the UK. "We have strong ambitions to develop our business in Scotland and also in the north of England a bigger, stronger group will increase our negotiating power with suppliers and enable retailers to pass on the benefits to their customers," said Filshill's sales director Ian McDonald.
"We continue to attract new retailers who are dissatisfied with other retail groups and believe that KeyStore gives a strong brand identity in a busy convenience marketplace."
KeyStore offered strong promotions and retailer support for a relatively low membership fee, he added.
Filshill also plans to develop the KeyStore website as a marketing tool.
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