Profits up 25% at ProCook

Housewares chain ProCook has released positive financial results, with a 17% like-for-like sales increase.

The company attributed the growth to a 59% lift in internet sales and a 7% increase in retail. Its financial year, which ended March 2013, saw total annual turnover increase by 24%, and profits up by 25% to just short of £1m.

ProCook’s offer includes cookware, kitchenware & tabletop sold direct to the public through a chain of 19 stores and procook.co.uk, both under its own name and from leading brands.

2012/13 saw ProCook go Stateside: it is now trading in the US via two stores (at Kittery in Maine and Merrimack in New Hampshire)and the ProCook.com website, which made its debut in March.

In the UK, two stores have opened in the past three months. An outlet at Lakeside Village in Doncaster made its debut in August, followed by a branch at London Designer Outlet in Wembley in October.

Commenting on the resilts, ProCook managing director and founder Daniel O’Neill said: “ProCook has achieved significant sales growth in a difficult economic climate.”

He noted that development of the brand and internet sales has been a major focus, resulting in 50% more head office staff recruited in design, photography and ecommerce.

He added that ProCook’s plans for the future include “continuing to develop a strong and consistent brand identity across multi channels, offering own brand products and thereby securing a unique market position”. The website is also on the agenda: the layout and look will be improved and a review functionality and recipe exchange will be added.

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