Based in Wythenshaw, Manchester, Eurotrade was established in 1983 as a small shop that sold novelty items to retailers, cash & carries, and smaller wholesalers.

In 2010, Eurotrade expanded its operations by relocating to a 30,000 sq ft warehouse and broadening its product offering to include a variety of food and beverage lines. Today, Eurotrade offers wholesale delivery services across a diverse range of products including confectionery, soft drinks, household goods and toiletries, and select ambient grocery items.

Pritesh Mehta, director of Eurotrade (W), said: “At Eurotrade, we are thrilled to become part of the Sugro family. This partnership will allow us to expand our product portfolio and offer an even wider range to our customers. We look forward to building a strong relationship with the Sugro team and leveraging their resources to further grow our business and better serve our customers.”

Sugro’s business development manager Shruti Senapati added: “We are excited to welcome Eurotrade to our expanding Sugro family. We look forward to helping drive their growth and creating new opportunities by leveraging the group’s buying power, promotions, digital initiatives, and robust supplier network to deliver mutual benefits.”