Wholesale beverage marketplace Kaddy is to restructure its consumer business into a pure-play B2B fulfilment service provider following a strategic review.

Newly appointed CEO Steve Voorma said the business is generating growth momentum with Kaddy Marketplace and has “significant scalability” across the industry.

Kaddy will now operate as Kaddy Marketplace for wholesale trading between buyers and beverage suppliers and Kaddy Fulfilment – a specialised B2B warehousing and logistics service to the Australian beverage industry.

“We have taken the decision to double down on our strengths and exit the consumer fulfilment business to become a pure B2B player and deliver on our mission of making wholesale beverage distribution easy,” he said.

“The opportunity to be a best-in-class end-to-end marketplace and fulfilment solution in B2B relies on operational excellence across both divisions.”

Voorma added the new strategy aims to reduce complexity in the business and remove duplication and inefficiencies. The last consumer deliveries will be made by February 7.