ProCook pursues international markets and retail growth strategy following bumper year

ProCook has announced its highest yielding year ever for 20/21 with sales hitting £64.5m, a 35 per cent increase on 2019/20. The impressive figure broke all records at the company, more than doubling expected growth and delivering a healthy £10m plus profit.

The company’s success over the past 12 months has been attributed to agile systems which enabled fast response to the challenges of the pandemic, an increased consumer demand for kitchenware, and a significant growth in their newly expanded tableware category. Following these figures and with a strengthened commitment to multichannel, the company has also announced the decision to open 6 large format stores in strong retail destination centres in the coming months, including key stores at Bluewater in Kent and Cribbs Causeway in Bristol.

Commenting on the portfolio expansion, retail director Andy Kerr said: “ProCook remains committed to offering bricks and mortar retail stores and these new stores will enable so many more customers to experience our exceptional service and feel the quality of our products for themselves. We’re confident our expansion plans will continue to deliver growth for the foreseeable future.”

In further significant developments, the brand has launched a hub in the Netherlands to service European markets. The 5000sq ft warehouse with offices which is situated in Venlo marks the first phase of ProCook’s international expansion and will be followed by the opening of several European ProCook stores later in the year.

The kitchen and dining ware company recently received a Sunday Times International Track 200 award following a 300 per cent growth in its international channel over the past 3 years. This exceptional figure led to ProCook charting in the top 10 fastest growing mid-market eCommerce exporters in the UK.

Founder Daniel O’Neill said: “By stepping up to meet the opportunities presented to us in the past year we’ve achieved some incredible numbers and accelerated our plans to expand internationally. Opening an EU distribution centre allows us to offer EU customer the same great 1-2 day service our UK customers enjoy and enable us to tailor our approach to different markets more effectively.”

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