Steamer Trading brand to close, but 13 of the 21 stores will reopen as ProCook


Gloucester-headquartered national kitchenware retailer ProCook has revealed that it will close the Steamer Trading brand it bought in January, after six months of efforts to revive it. The company is taking ProCook in to 13 of the 21 high street sites and closing the remaining stores.

The move will raise ProCook’s profile on the high street and the expansion will roll out in the next few weeks, taking the total number of ProCook locations across the UK to 50, broadening the scope of its reach from out-of-town outlets and leisure destinations to town centre locations. In addition to its bricks and mortar stores, the retailer has a successful eCommerce platform and growing international presence.

ProCook owner Daniel O’Neill said: “After almost six months of trying to get the Steamer Trading model to work, and a significant amount of investment, we have been forced draw the brand to a close. We have concluded that our best route to success is to utilise the most profitable sites in expansion plans for ProCook. This will enable ProCook to maintain a high street presence and will save jobs that would otherwise be lost.

“It’s a sad day for the Steamer Trading brand, but even with our best efforts the model is not viable and therefore we’re forced to close a few stores.”

CEO Stephen Sanders said: “Given the current economic pressures faced by retailers on the high street we cannot afford to rest on our laurels, and the difficult decision we’ve come to will enable us to protect the rest of our portfolio.

“We are pleased that by transferring 13 stores to the ProCook brand we’ll be able to preserve a significant number of jobs and will be offering full support to those whose roles are affected.”

ProCook was founded in 1995 and supplies high quality kitchen and dining ware with savings of up for 50% compared to other leading brands, by producing and delivering products direct to the customer with no middleman. Headquartered in Gloucestershire, ProCook has 37 UK stores, a hugely successful eCommerce business and trades within 29 international territories. ProCook designs and manufactures around 1200 exclusive products that span cookware, kitchen accessories and tableware categories.

In January 2019 ProCook acquired the Steamer Trading and Kitchens brands along with 21 retail stores.

The 8 Steamer Trading stores due to close are:

  • Beverley
  • Chichester
  • Horsham
  • Lymington
  • Northallerton
  • Saffron Walden
  • Southampton
  • St Albans

New ProCook stores will be:

  • Bishop’s Stortford
  • Bury St Edmunds
  • Chester
  • Cirencester
  • Harrogate
  • Thame
  • Bath
  • Bristol
  • Brighton
  • Dorchester
  • Eastbourne
  • Lewes
  • Truro