60 years of O’Reillys Wholesale
As O’Reilly’s Wholesale LTD celebrate their 60th anniversary, managing directors of the company share some of the secrets to their success with Neighbourhood Retailer
The leading independent wholesale distributor has been serving supermarkets, discounters, forecourts, leisure facilities and more across the UK and Ireland since 1959. They have become a benchmark of confectionary and convenience goods within the retail sector, specialising in soft drinks, snacks, household products and personal care.
The wholesalers pride themselves on their ability to remain up-to-date with contemporary consumer demands and providing excellent service to clients and consumers through their team of 80 dedicated staff members. As affiliates of both the Sugro and Today’s buying groups, combined with a global network of distributors, O’Reilly’s supply more than 4,000 products to both the local retail and export market.
Derek and his family attribute much of the company’s success to the commitment and hard work of the staff team. His wife Anne added: “The sales force has made such a contribution to the success of this business and we certainly wouldn’t be in a position of constant growth without their hard work and determination.”
Nevertheless, there are still many challenges that the company must navigate through in order to see further growth. For Derek, the progressive digital world of consumerism and marketing is both a blessing and a curse.
O’Reilly’s recently launched website and online facilities which aim to make the ordering process easier for retailers. Over the next year, the company plan to create a bespoke web ordering solution that can be seamlessly adapted for tablet use with Sanderson Group. Derek said: “Online ordering has facilitated the increase of business but has created a dip in the face-to-face meeting of customers. However, our sales team are building relationships and trying to keep in constant contact with customers.”
Our business has adjusted to more changes in the past three years than in the last 30 years of wholesaling. We face the same stresses and challenges as many others in our industry, but with the added responsibility of not dropping the baton first carried by my father.”
For O’Reilly’s, supporting local independent retailers is at the top of their priority list. Sales manager Ian Russell said: “We put in place strategies and sales plans to help them grow their business. We offer the option of our very own symbol “One2Shop”. We would love to see this grow and give independent retailers the option to be a part of their own unique identity.”
According to trading manager Gavin O’Reilly, the company search high and low to have a unique selling point. “We try to cater for niche markets – finding products that aren’t yet in the country and bringing them to Ireland.
We have tactical procedures in place within the purchasing department to make sure we identify trends and the “products of the moment before the moment happens”, then we work vigorously to secure the pricing needed for our customers as well as concentrating on giving viable alternatives should the customer be seeking a difference.”
A combination of traditional and innovative techniques has ensured that O’Reilly’s have been at the top of their game for 60 years. Whilst the anniversary is a celebration of continued success in and dedication to the sector, the team at O’Reilly’s see no room for complacency. They intend to continue innovating and expanding their business, providing a quality service for customers and clients all over Ireland.