ProCook celebrates award win, opens European hub and commits to opening six new high street stores

ProCook:s new Coastal tableware range

Gloucester-based retailer ProCook is celebrating yet again this week after picking up an award for Best B2C Brand at the 2021 Direct Commerce Awards. 

For the fifth time running ProCook scooped the retail industry prize, this year in the category of Annual Sales of £50M+. The awards criteria focused on financial performance and breakthroughs achieved in the extraordinarily challenging 2020.

ProCook O2 Icon Shopping Centre_SpringBut the pandemic hasn’t thrown the company off it’s expansion plans. It has revealed that it plans to open six large format stores in strong retail destination centres in the coming months, including key stores at Bluewater in Kent and Cribbs Causeway in Bristol, and has opened a hub in the Netherlands to service European markets. The 20,000sq ft warehouse with offices which is situated near Roermond marks the first phase of ProCook’s international expansion and will be followed by the opening of several European ProCook stores in the months ahead.

The brand has attributed its huge success in 2020 to having agile systems in place which enabled a fast response to the challenges of the pandemic, supporting consumer demand for kitchenware, and achieving significant growth in their newly expanded tableware category.

Procook Stephen SandersDespite homewares retailers experiencing a boost in 2020 as consumers focused on making home improvements and cooking exploded as a trend, CEO Steve Sanders was keen to highlight that the brand’s recent success comes after many years of effort, combining strategic planning with an agile business model a to deliver ProCook’s continuous year-on-year growth since 2008.

Steve said: “2020 was incredibly challenging and required the dedication and focus of our entire team for us to navigate it successfully. Winning another Direct Commerce Award is fantastic recognition of all that hard work and this award really goes to our people who we’d like to thank.

“Throughout 2020 we adopted a ‘values led’ approach to business decisions, always balancing the opportunity to delight our customers against the numbers. We believe this approach was key to our success. Our incredible growth has happened over a number of successive years, culminating in an amazing result for 2020 that has set us up for an exciting future.”

ProCook recently reported its highest yielding financial year ever for 20/21 with sales hitting £53.5 million, a 37 per cent increase on 2019/20. This figure broke all records at the company, more than doubling expected growth and delivering a healthy profit which will be reinvested for future growth.


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