Confectionery retailer SoSweet has launched a van sales operation, bringing international confectionery with average margins of 35% to independent retailers.
The firm launched SoSweet Direct in May, delivering to more than 60 retailers across Devon, Cornwall, Dorset, Somerset and Bristol. More than 800 products are available with an average margin of 35%, alongside dedicated ranging and merchandising support.
Despite only serving retailers in the south west of England since launch, SoSweet founder George Robinson told Better Retailing the firm has ambitions to become a national wholesaler.
“We’ve streamlined our model so we can have reps curate range and merchandise for stores rather than bring stock in a van and try to sell as much as possible,” Robinson said. “We’re retailers as well because we operate 15 of our own stores.
“Not only do we want to supply as much product to retailers as possible, we want to make sure we sell them the right lines and give them the right advice. We’ve got a team of two field sales reps and we’re aiming to have five or six by the end of the year.”
Demand
Robinson continued: “The demand from stores has been incredible and exceeded what we expected. The field reps we’ve brought on have got existing relationships with retailers, which has helped. We’ve got a huge range across confectionery, snacks and soft drinks. We work very closely with suppliers so we can run regular promotions, such as buy-10-get-one-free or campaigns around new product launches, being able to provide retailers with PoS and marketing material.”
Available products include 600g tubs of fizzy bears for £5.99, 3kg of Haribo Jelly Babies for £22.99, £1kg assortment of pick ’n’ mix for £10 and 88g Dr Pepper Cotton Candy for £3.99.
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Robinson added that the available range was due to be expanded in the near future, with SoSweet being able to offer retailers international products unavailable from rival confectionery wholesalers. He said: “We can give retailers a point of difference and offer a one-stop shop. Retailers often have to go to five or six different wholesalers, but we carry a lot of range.
“In particular, a range that has gone extremely well are European-imported crisps. All our imported products are completely UK-compliant and not readily available in typical convenience and speciality channels.”
There are no minimum order requirements, while orders of £400 or more will qualify for free delivery. Orders will typically take two days to reach retailers upon ordering.
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