Cleaning brand Fabulosa has announced a new partnership with Parfetts in a move to bolster its presence in the convenience channel.

The firm’s product range will now be distributed through Parfetts network of eight cash and carry depots across the East and West Midlands, Yorkshire, Derbyshire, the Northeast and Northwest.

Through the partnership, Fabulosa will gain access to the 4,000 retailers served by Parfetts, including the wholesaler’s group of Symbol stores; Go Local, The Local and Go Local Extra.

The cash and carry group giant will be carrying the popular multi-purpose sprays, disinfectants, room and fabric fresheners and all-purpose cleaners from the Fabulosa range in a variety of bestselling fragrances.

Fabulosa said the move follows the brand’s phenomenally successful debut into the convenience sector last year and is expected to significantly aid the business’ continued expansion in the UK.

Ricky Lee sales director at Fabulosa said: “Our early success in the convenience sector has highlighted a huge opportunity to grow the brand in this market. The results we have already witnessed through this channel are highly encouraging, and testament to the fact that there is a significant appetite for our products in convenience retail.

“Our valued retail and wholesale partners are of utmost importance to us, and we are thrilled to announce the partnership with Parfetts as part of our strategy to make fun and functional household cleaning products even more readily available to consumers across the nation, at great value.”