Parfetts

Parfetts invests in digital agency

The partnership with Pixel will enable the development of new mobile and online platforms.

Wholesaler Parfetts has invested in Manchester-based digital agency Pixel to help build new technology for convenience retailers and shoppers.

Pixel is a Manchester-based digital studio specialising in the design, development, and architecture of custom-made online applications. The deal sees Parfetts take a 25% stake in the digital agency for an undisclosed sum.

The Stockport-headquartered wholesaler currently supports more than 1,000 retailers within its Go Local fascia group and operates seven depots across the UK.

It has collaborated with Built by Pixel on the evolution of its own digital platforms for more than a decade – the companies worked together to develop the wholesaler’s online ordering platform.

Guy Swindell, joint managing director of Parfetts, said: “Pixel is a long-standing and trusted partner for Parfetts. We’ve made a strategic investment to help us accelerate our plans and develop new technology that will raise the bar for retailers and shoppers alike.”

Ben Price, managing director of Pixel, said: “It’s great that a client relationship has evolved over time, and Parfetts has the confidence to invest in our business to help drive digital transformation in the wholesale and convenience sector. We have big plans for the partnership.”

Parfetts has also further invested in its digital offering by expanding the existing digital marketing team.

Mel Bruton has joined as digital marketing manager and comes with over eight years of experience across a number of corporate and retail roles.

Bruton will work closely with Pixel, the Parfetts marketing and IT teams to ensure the wholesaler’s digital offering is best in class, delivering the same experience that customers enjoy in the cash & carry environment.