The business imports and distributes a wide range of cookware and glassware for the hospitality, catering, retail and garden sectors.
Operating from its national distribution centre on the north side of Birmingham, it supplies independent supermarkets, wholesalers and community organisations across the UK.
Now, the new site will act as a one-stop shop for fast-moving catering and hospitality supplies, offering thousands of products - including catering disposables and eco-friendly ranges.
A £2.2 million funding package from Lloyds will support the refurbishment and fit-out of the premises – it will also house HoReCaGold, the firm’s new brand for catering and hospitality supplies, such as packaging supplies, tableware and other everyday essentials.
Created to serve restaurants, cafes, and takeaway outlets throughout the UK, HoReCaGold will expand the company’s product range and require additional warehouse capacity and a larger team to meet growing demand.
The refurbishment is entirely focused on preparing this site for the brand’s launch.
The move marks a major milestone for founders Neeru and Ashwani Vig, who have brought on the next generation, with Parul and Harshita Vig joining the company and bringing over 15 years of combined experience from roles in multinational corporations.
Ashwani Vig, founder and director at Sterling Ventures, said: “Our vision is to build a national wholesale hub that saves time and money for businesses across the food and hospitality sector.”
Zed Ilyas, relationship manager at Lloyds, added: “Sterling Ventures is a great example of a values-driven business with big ambitions.
“Their expansion will create new jobs, support hundreds of other businesses, and contribute to greener operations across the region. We’re proud to be backing them at this important stage in their journey.”
