Wholesaler Parfetts has created its first fascia for independent retailers, Go Local Extra.

The model was unveiled at the Parfetts trade show held earlier this week in Bolton.

According to new head of customer development Andy Whitworth, Parfetts hopes to have at least 150 Go Local Extra retailers by the end of 2013. It plans to roll out 50 stores in the first year.

Whitworth told C-Store the time was right for the wholesaler to introduce the fascia. He said: “Parfetts has run a successful retail club for eight years and the decision to launch our new fascia stems from the success of our Go Local retail club and the need to provide a fascia solution for our members who want to retain their independence and be a symbol operator.”

Whitworth believes the Go Local Extra model will provide the right balance of benefits for independent retailers. “Our scheme provides cash rebates for promotional execution and the opportunity to work with our Supplier Partner Programme, delivering added benefits and value to the independent retailer.”

The cash and carry has already trialled the Go Local Extra model in two stores, which it says saw a 22% increase in retail sales in the first month following the conversion.

The new fascia will be available to established Go Local retailers who meet store standards set out by the group and who are able to execute a large promotional package. The launch will be supported by a consumer website and social media support through Facebook and Twitter.

Parfetts also revealed at the trade show that it would be updating its Go Local retail club offering, including an improved promotional package.