Family-run wholesaler Sterling Ventures launches specialist hospitality brand as part of ongoing expansion

Family-run wholesaler Sterling Ventures has celebrated the launch of HoReCaGold Wholesale marking the latest phase in the firm’s expansion to transform the business into a dedicated supplier for the hospitality sector.

The launch follows Sterling Ventures' acquisition of a second Birmingham site last year, backed by a £2.2 million funding package from Lloyds.

Over the past 12 months, the business has refurbished premises on Stirchley’s Pershore Road to create HoReCaGold Wholesale - a dedicated one-stop wholesale destination for the hospitality sector.

The launch of the new venture, which will serve hotels, restaurants, cafés, takeaways and caterers with a specialist range of everyday hospitality products, was celebrated on Tuesday August 11, with customers, suppliers, banking partners and professional advisers invited along with the Mayor of Birmingham, Councillor Zaker Choudhry, who officially opened the facility with a ribbon-cutting ceremony.

Guests were invited to explore the new wholesale space and hear more about Sterling Ventures' plans for the next phase of its growth.

Established in 2010, the business has built its reputation supplying cookware and glassware to independent retailers, wholesalers and community organisations across the UK.

Bringing together Sterling Ventures' established product ranges with HoReCaGold's specialist hospitality offering, the new cash-and-carry stocks thousands of products spanning cookware, glassware, catering disposables, professional cleaning supplies, food packaging, tableware and everyday essentials.

Alongside its own brands, the business also offers products from many industry leading manufacturers, giving customers access to everything they need under one roof.

Located around three miles from Birmingham city centre, the new site combines expanded warehousing with a customer-facing cash-and-carry in the heart of one of the region's busiest hospitality districts.

Since opening its doors in a soft launch, the business has recruited around 10 new members of staff and welcomed its first customers, who have responded positively to the breadth of products available, competitive pricing and the convenience of sourcing everything they need from a single location.

Looking ahead, Sterling Ventures plans to continue growing HoReCaGold Wholesale through further investment in its people, product range and customer experience.

Recruitment remains ongoing as the business expands its specialist team, while plans are also underway to introduce click-and-collect services and a dedicated ordering app, making it easier for hospitality businesses to access the products they need.

Longer term, the company intends to replicate the HoReCaGold Wholesale model in other parts of the UK, supporting its ambition to become a renowned option within hospitality on a national scale.

Parul Vig, company director at Sterling Ventures, said: "The launch of HoReCaGold Wholesale is a huge milestone for our family and commemorates the start of an exciting new chapter for Sterling Ventures. Over the past year, we've transformed the Stirchley warehouse to bring our vision for HoReCaGold to life.

“Securing this second site was a transformational moment for us and wouldn't have been possible without the support we received from Lloyds. This is only the beginning for the brand and we're looking forward to continuing our relationship with the bank as we invest in our people, expand our product offering and grow the business into new parts of the UK."

Zed Ilyas, relationship manager at Lloyds, said: “It's fantastic seeing the Vig family bring HoReCaGold Wholesale to life. With our support, their investment in a second site has become a growing specialist hospitality business, creating jobs and helping firms across the Midlands.

“Family businesses like Sterling Ventures play an important role in local economies and we're proud to help the team as they continue to invest for the future.”