ProCook, formerly The Professional Cookware Company, is closing all 18 of its high street shops, blaming ever-increasing business rates.
The company, which was bought out of administration by its management and a consortium of shareholders last July, will now concentrate on growing its internet sales and the chain of 13 factory outlets.
It also wants to build a business selling its ProCook products to other retailers.
The closure of the shops will mean the loss of just over 100 jobs, including 11 at the Cheltenham head office.
Managing director Daniel O’Neill told HousewaresLive.net that the 18 shops would shut “when the stock has sold through; I envisage it’s going to be about four weeks”.
He added: “The principal reason for the closures is trying to get the model to work on the high street with business rates as they are – it’s just bizarre.”
He said that the company did not currently act as a supplier to other cookshops. “We have done, but it’s very embryonic.”
ProCook’s offer includes cookware, bakeware, kitchen knives, tableware and small appliances, both under its own name and from leading brands.