Middlesbrough retailer Bay Bashir has enjoyed an immediate sales and margin boost after switching his five stores to Parfett’s Go Local fascia a month ago.

Bay signed up to Parfett’s after the wholesaler acquired Blakemore Wholesale’s Middlesbrough cash & carry depot earlier in the year. He was previously aligned to Blakemore’s Lifestyle Extra fascia.

Sales are up at all five stores, with his flagship 750sq ft Belle Vue store enjoying weekly and year-on-year growth of about 3%. Weekly sales are £25,000 excluding services. Margins are 5% higher than with Blakemore Wholesale.

“I’ve noticed the financial benefits straightaway,” he said. 

“They’re the kind of operator I wanted to work with. It’s a smooth operation and there’s no secrets, no hidden agenda.”

Between the five stores, Bay invested between £50,000-£60,000 in the refits, while Parfett’s invested in the cosmetic changes, he added.