Unlock a Healthier Lifestyle: Exclusive Interview with Wellness Expert Jason Wouhra

Since the merger of Landmark and Today’s Group in 2018 to form Unitas, the focus has shifted. Instead of directly managing brands like Lifestyle Express, responsibility is now shared among member wholesalers in the UK. This change aimed to give retailers more control over their businesses.

Recently, West Midlands-based Lioncroft Wholesale has stepped up to lead Lifestyle Express. Jason Wouhra, the CEO, believes this is a chance to create a more dynamic brand. He aims to offer convenience stores powerful support while allowing them the freedom to operate independently.

Lioncroft Wholesale serves over 10,000 customers from its depots in Aston and Smethwick, Birmingham. Wouhra emphasizes the importance of symbol groups in today’s challenging retail landscape. Rising costs and consumer demand for value make it crucial to support retailers effectively. “It’s about future-proofing their businesses,” he explains.

Wouhra’s background in cash-and-carry has shaped his belief in the entrepreneurial spirit of retailers. He believes they know their stores and communities best. “We empower them with great promotions and market insight,” he states, noting that strict regulations can hinder their creativity.

This approach seems to be working. The Lifestyle Express network has expanded by 30% in the last two years, thanks to enhancements in their support team. Wouhra plans to continue investing in the brand to maintain its relevance in the marketplace. “We aim to provide exceptional value and quality to support retailers in this competitive sector.”

Looking ahead, Wouhra shared that they are developing a new concept for Lifestyle Express stores. Although he hasn’t disclosed specific growth targets, he is optimistic. “We’re eager to connect with forward-thinking retailers who want to grow and connect with a trusted brand,” he adds.

Lioncroft Wholesale itself has a rich history, dating back over 50 years with the founding of East End Foods by the Wouhra family. What began as a small grocery store has evolved into one of the UK’s leading ethnic food wholesalers. After a brief transition to a private equity firm, the Wouhra family reclaimed the wholesale business. They’ve redefined their path through significant investments in technology and quality control, aiming to be a top player in the industry.

Wouhra is also open to expanding Lioncroft beyond the West Midlands. “The right opportunity will present itself,” he muses, underscoring the strength of their existing relationships with suppliers and the support of Unitas Wholesale.

This dedication to quality and community involvement is key. The future of Lifestyle Express and Lioncroft revolves around empowering retailers, ensuring they have the tools, support, and freedom to thrive in today’s market.

As the retail environment continues to evolve, strategies like these highlight a commitment to innovation and resilience in facing challenges. For more insights on business adaptability, check out reports from the [UK Retail Consortium](https://www.brc.org.uk/).

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