Filshill ranked top in Advantage Group survey for 15th year in a row

Glasgow-based wholesaler JW Filshill and its KeyStore symbol group have been ranked top among UK wholesalers and convenience symbol groups for the 15^th year in succession in a survey by The Advantage Group.

Chris Miller: ‘The survey placed us in the top tier – which reaffirms that our strategy, over many years, of working in partnership with our suppliers is the right one.’

The 2025 survey Best in Class WCS – All Wholesale and Wholesaler Fascia survey asked suppliers UK-wide to rate a set of wholesalers and symbol groups across several categories, ranging from category development and ease of doing business to supply chain management and execution of promotional and marketing plans.

In The Advantage Group’s survey, which was conducted between January and March, researchers also asked suppliers to mark Filshill and KeyStore on their approach to sustainability, partnership, vision and reputation. All submissions were anonymous.

Chris Miller, Filshill’s chief commercial officer, said: “The survey placed us in the top tier – which reaffirms that our strategy, over many years, of working in partnership with our suppliers by collaborating with them, sharing information and making them part of our success story, is the right one.

“Sharing the insight and data that we gather from our advanced supply chain technology with our suppliers and always having an open and honest dialogue with them is the only way to achieve mutual growth and profitability. Working together to identify key growth areas contributes to successful new product development which, in turn, benefits our customers.”

One supplier contributing to the wholesale survey commented: “From our perspective, JW Filshill should focus on continuing the collaboration and exploring opportunities like data and category development as the next steps. Unlocking these opportunities would be beneficial. Overall, the relationship with them is in a very good place.”

Another supplier said: “People we work with at JW Filshill are honest, transparent, and hardworking. They are very loyal to their business. They challenge hard in the right way. From our perspective they are a joy to work with.”

Meanwhile, a supplier commenting on Filshill’s ability to deliver on its commitments, said: “They excel, as evidenced by our joint business plan with them, which is fully agreed upon, actioned, and has resulted in increased sales. This highlights how having a plan and executing it effectively can lead to success, which contrasts with a competitor. They demonstrate what the ideal model should look like, adapting and improving based on what works and what does not.”