ProCook expands national operations

Housewares retailer ProCook brand has launched a store in the brand new Resorts World Birmingham, which opened last week.

 Built on the NEC site next to the Genting Arena gig venue, Resorts Worlds is a 12-storey, 538,000sq ft (50,000sq m) building based on the shape of a cruise ship. The £150m complex, which is the first of its kind in Europe, houses a casino, four-star hotel, 50 outlet stores, 18 bars and restaurants, an 11-screen IMAX cinema – and the Vox Conference Centre (which will be hosting The Housewares Innovation Awards 2016 ceremony on the evening of Monday February 8 – during the Spring Fair) all under one roof.

ProCook, which runs 22 stores nationwide,  said it has opened the Birmingham branch ‘following a successful 12 months which has delivered significant growth across all channels’. The new store represents further progress for ProCook which recently celebrated a double award scoop at the 2015 eCommerce Awards for Excellence and a online operation at

 ProCook managing director Daniel O’Neill: “We’re thrilled to have finally opened a store in Birmingham. We’ve been keeping an eye on the area for a long time and waiting for the perfect opportunity to expand our retail operation to the area – and the new Resorts World Centre provided the perfect opportunity. The new store is already proving a big hit with shoppers and the feedback we’ve received has been overwhelmingly positive.”

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