A start-up firm based in Bray, Co Wicklow, has introduced a website that gives independent grocers the opportunity to source goods directly from their suppliers.

Retail Connections, which is the brainchild of three former Nestlé executives, is targeting the Irish market initially but plans to introduce a service in the British market next year in advance of a foray into France.

The "portal" service enables independent and symbol group retailers to order products and services directly from suppliers. This market is worth some €2.3 billion, the firm said.

Managing director Paul Kelly and co-founders Ken Allen and Tony Bateman have secured the agreement of trade suppliers such as Jacob Fruitfield, Jeyes, Nestlé Cereals and Robert Roberts to sell their goods on the site.

Distribution group SHS, which sells the Tropicana and McCain brands, is also involved.

Mr Kelly said the firm will break even if more than 20 suppliers sell goods on the site, whose address is retailconnections.ie.

The business aims to achieve sales of some €1.6 million in 2009, he added.

The company holds a database of 3,800 retailers and says the offering will appeal to more than 2,000 retailers who have access to broadband. The firm aims to expand its offering beyond the grocery sector, said Mr Kelly.

"We will be targeting the pharmaceutical market (estimated at €2.3 billion) and the €6 billion wines and spirits markets in Ireland and also plan a rollout to the UK and Europe during the course of our three-year business plan," he said.

The company aims to employ 24 people within three years.

Mr Kelly and his two colleagues own more than 50 per cent of the business and the rest is held by silent partners.

The firm has approximately €250,000 in capital and debt financing from Ulster Bank.