Euro Wholesale has two stores in Sutton Coldfield that were originally Threshers branches, and a franchised shop in Tamworth under the Red & White fascia.
Now the company is considering a move into Bridgnorth and is expecting to recruit franchisees to run new additions to the estate.
Managing director Simon Khera said the Red & White philosophy differed from that of Bargain Booze. “We do the brands, but we put them on the bottom shelf,” he said. “The next shelves are for wines between £5 and £200, so we cover quite a broad spectrum.
“All the staff have been on WSET courses – it’s not just a case of opening the stores and sticking wine in there.”
Khera said that future franchisees would be expected to buy into the Red & White philosophy, but would not be tied to the business for all their drinks. “We’re trying to really push our specialist wines through these independent stores, but we’re not the cheapest on beers like Carling and so on,” he said. “But the whole ethos of the store has got to be like a Red & White.”
The company sources many of its wines from Boutinot and Forth Wines, and also supplies restaurants and bars through its parent company.
A new consumer-facing website is being launched allowing orders of all sizes, with the option of collecting in branches. “We’re trying to really push footfall through the stores,” said Khera.