Sellar
Sellar is an all-in-one distribution platform for the UK drinks trade, connecting makers and stockists directly to eliminate middleman markups. It consolidates orders, payments, and distribution, with an in-house delivery network using specialized dray vehicles for consolidated, free deliveries with no minimum order quantities. The platform also offers Sellar Credit, which pays makers upfront on dispatch while giving stockists end-of-month plus 30-day payment terms.
- Commerce & Shopping
- Food Technology
- Logistics & Supply Chain
- Software Only
- Financial Technology
Funding
Funding not disclosed
Founders
Founder details are not available yet.
Product
Problem
Drinks makers and stockists in the UK rely on fragmented, outdated processes for trade sales—spreadsheets, PDFs, emails, and layers of middlemen—driving up costs and squeezing already-thin margins. Delivery options are often inefficient, requiring expensive couriers or pallets that make it hard for smaller producers to reach customers nationwide.
Solution
Sellar is an all-in-one distribution platform for the drinks trade that connects makers and stockists directly, eliminating middleman markups. It brings orders, payments, and distribution into a single system, letting makers list products and manage pricing while stockists browse live availability and place orders in a few clicks. Sellar Distribution, the company's in-house delivery service, uses specialized dray vehicles to consolidate multiple orders per delivery across regional depots, replacing costly courier or pallet shipments. The platform also offers Sellar Credit, which pays makers upfront on dispatch while giving stockists end-of-month plus 30-day payment terms.
Target Audience
Primary users are craft drink makers—breweries, distilleries, and soda producers—seeking a more efficient route to market, and stockists including bars, restaurants, and bottle shops looking to source a wide range of UK craft drinks at trade prices.
Features
- Direct-to-trade ordering platform with real-time product availability, pricing, and delivery information from all makers
- Sellar Distribution: in-house delivery network using specialized dray services with regional depots (live in Scotland, North West, and Bristol, with more planned) offering free, consolidated deliveries with no minimum order quantities
- Sellar Credit: makers get paid in full on dispatch while eligible stockists receive end-of-month plus 30-day payment terms, at transaction fees from 3.99% down to 2.99% depending on plan
- Tiered subscription plans (£200, £350, £450 per month) with capacity for 100–1,000 customers on custom terms and pricing
- Built-in accounting and brewery management integrations, sales analytics, pre-orders, promotions, and smart delivery areas to control product availability and shipping costs by region
- Integrated courier and pallet service with labels, tracking, and proof of delivery for orders outside the Sellar Distribution network