Enhancing member experience with the SWA
THE Scottish Wholesale Association (SWA) has unveiled its newly launched website in a bid to further support the industry and enhance its members’ experience.
The new website marks the final step of the SWA’s larger rebranding journey, following on from its refreshed brand identity which rolled out in summer 2025, which aims to reflect the unique nature of the wholesale channel in Scotland along with its collaborative and inclusive values across the association.
Colin Smith, chief executive at the SWA, said: “This new hub for members, suppliers, partners, and stakeholders is a dynamic platform to share ideas and best practice, showcase the best of the industry, and signpost support.
“It follows the launch last year of our new logo along with our refreshed purpose, mission and vision as we reaffirm our position as the driving force behind a well-connected, skilled and sustainable wholesale sector.”
The easy-to-navigate website has been designed to better reflect the wide range of work that the association is responsible for, with content based on feedback from members of the SWA.
This includes new resources for wholesale channel members to make the most of, such as a recent case study showcasing the wholesale industry’s route to net zero goals by Orkney wholesaler James Wilson.
Members will also be able to access reports, best practice guides and information relating to the SWA’s key work areas in a new exclusive members’ area on the website. In addition to this, the website’s more clean design means its content will be better signposted and highlight different industry events, webinars and networking opportunities.
Smith said: “Our new website is more than a digital upgrade – it’s a reflection of our commitment to serving our members and driving progress in the industry.
“With updated information, refreshed content on all our work areas and key industry topics, it provides a library of resources that can be quickly and easily accessed in a way that empowers users and enhances member engagement through exclusive content via our new member pages – adding tangible benefit to SWA membership.
“We will introduce additional features in the coming months, so look out for more case studies centred around our core work, training opportunities and events – and, of course, we invite everyone to explore the site and share feedback as the website evolves.”
