Bestway Wholesale Adds 23 Territory Sales Managers in Field Push

Bestway Wholesale has put 23 dedicated territory sales managers on the road, its biggest field sales restructuring move aimed squarely at unaffiliated independents and Bestway Retail Club members across the UK.

The company frames the investment as a channel-defense play. Independent c-stores are Bestway's core customer base. Keeping them profitable keeps wholesale volumes flowing. A larger field team means more regular face-to-face contact with retailers who might otherwise drift toward delivered wholesalers, symbol groups or retail consolidation.

How is the new structure organised?

The model is straightforward and hierarchical:

• 23 territory sales managers covering the country
• Two field sales managers, one for the North and one for the South
• Both reporting into a national retail controller

That layering matters for practitioners. It gives Bestwa a chain of accountability from national strategy down to individual store calls. Territory managers gain a direct escalation path. Retailers gain a named contact with regional backing rather than an anonymous service line.

What does the move change for independent retailers?

The claim from Bestway is more frequent, higher-quality engagement. Regular visits put advice on ranging, pricing and promotion directly into stores. Sales director Dan Lewis set out the commercial logic plainly.

"Independent retailers are at the heart of our business, and we recognise the important role we play in helping them remain competitive and profitable," Lewis said.

"Our ambition is simple: to help our customers sell more, make more and save more," he continued. "That means going beyond supplying great products at competitive prices and ensuring retailers have access to the right advice, insight and support to grow their businesses."

Translate that into store economics. A territory manager who knows a shop's layout, shopper profile and local competition can push lines that actually turn. Better turns mean less cash trapped in stock and fewer markdowns. For a small retailer, that support functions like a free consultant paid for by the supplier relationship.

Lewis also tied the expansion to intimacy, not just coverage: "By strengthening our field sales team, we're putting more people closer to our customers, giving us the opportunity to better understand their individual challenges and work alongside them to identify real opportunities for growth."

Where does this sit in the wider strategy?

Managing director Naser Khan positioned the hires as one component of a broader growth plan rather than a standalone staffing decision.

"Independent retailers are the backbone of communities across the UK, and their success is fundamental to our own," Khan said. "We know the challenges they face, and we are committed to investing in the people, services and capabilities that will help them compete and grow."

"Strengthening our field sales operation is an important part of our wider growth strategy and demonstrates our continued commitment to independent retail," he added. "We want every customer to see Bestway as a trusted business partner, one that understands their needs, delivers value and actively supports their long-term success."

The language is aspirational, and no volume or revenue figures accompany the announcement. What is measured here is headcount: 23 territory roles, two regional managers, one national controller. What is asserted is better outcomes for independents. Suppliers and rival wholesalers will judge the investment by share retention in the unaffiliated independent channel over the coming trading cycles.

What comes next?

The structure is nationwide and live. Bestway has previously signalled its service ambitions in this segment, including a bespoke "sales academy" offering training to c-store customers, and the field team gives that advice function a physical presence in stores. Watch whether the 23 managers become a conduit for retail club recruitment, turning field engagement into tighter loyalty and higher basket share among independents.