IDEAL is an acronym from the trading name of Invoice Discounting East Anglia Limited, a buying group which has traded for the benefit of the independent retail trade since 1974.

 The name IDEAL summarises the company's operation in that it predominantly negotiates 'off invoice' discounts on behalf of its 150+ members which operate within the boundaries of East Anglia. It also lends itself to many marketing avenues, which the company has exploited over recent years.

 IDEAL's head office is based at: Moorgate House, 23, Mousehold Lane, Norwich, Norfolk, NR7 8HJ, where it operates with two full time staff and two part-timers. The board comprises of five working newsagents, two of which undertake the roles of chairman and vice chairman and they both play an active part in the day-to-day procedures as executive directors. This particular means of operation ensures that the group is very much run by retailers, on behalf of retailers.

 The portfolio of over one hundred and forty suppliers with preferential terms to IDEAL encompass the many different product ranges which are essential to the successful operation of a small store, whether it be a traditional CTN (confectionery, tobacconist, newsagent), a convenience store or a forecourt.

 IDEAL also operates an extremely successful promotion group for sixty of its members and twenty-nine of those now trade under the YOUR IDEAL SHOP symbol fascia.

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