Swaine, who left Rhythm & Booze earlier this month, will operate his own chain of stores under the Bargain Booze name in his home territory in Yorkshire.
Bargain Booze will use Swaine’s involvement to support its expansion in the county “to spearhead innovations and trial new retail formats”, Bargain Booze said.
Swaine left the chain he founded with his father Ronnie, five months after it was sold in a pre-pack administration to Costcutter owner Bibby Retail Services.
Keith Webb, acting managing director of Bargain Booze, said: “Few people have built a sizeable off-licence and convenience business from scratch like Martin, so it’s a major coup that he’s joined Bargain Booze to support the development of our franchise business.
“He shares our passion for supporting independent retailers and helping them to maximise the potential of their businesses.”
Swaine said: “Bargain Booze is a growing business with a unique operating model that has shown its resilience in a difficult climate for high street retailers and off-licences in particular.
“It has an entrepreneurial approach, a highly capable management team and the backing of its investors.
“For these reasons I was attracted by the dual opportunity to build my own chain of stores as a super franchisee and to support the group in its ambition for growth and innovation
“I’m excited about the opportunity to bring Bargain Booze’s proven retail formats to Yorkshire and to use my network in the region to support the company’s expansion. There are excellent independent retailers operating across Yorkshire that could benefit from the buying, marketing and business support provided by Bargain Booze.”
It is expected that Swaine will also provide his expertise and support to existing Bargain Booze franchisees in a consultancy role with the group.
This will include using his stores as a test bed for new innovations which, if successful, will be made available to other franchisees.