F & P has launched its new look brand and strapline, highlighting the wholesaler’s service focused strategy and promise to ‘simply deliver more’ for its customers.

The new 'we simply deliver more’ message has been developed to closely align with the wholesaler’s wider strategy and brand values, which focus on offering independent merchants and retailers a reliable and friendly service – together with a simplistic approach to business and wide range of products.

F & P has also revealed a newly developed logo, website and literature which echo the wholesaler’s simplistic approach to business and the promise of reliable service.

Jed Kenrick, F & P’s managing director, said: “At F & P our mission is to simply deliver more for our customers, colleagues and shareholders. To make this happen we have made it even simpler for our independent plumbing, heating and bathroom customers to do business with us.

“Together with an extensive and high quality product offer, we also provide a friendly service to our customers, which is delivered by ensuring our F & P colleagues remain fully engaged and understand their value to the business and our customers.

“When we really understand our customer’s needs, we have the ability to deliver solutions – not just products – giving us the power and knowledge to help independent merchants and retailers to grow their business profitably.”