Retail ProCook
The ProCook
approach...
As ProCook’s star continues to rise – they have almost doubled in size since pre-pandemic times – founder Daniel O’Neill talks growth, the benefits of direct-to-consumer and focusing on longevity Daniel, how has trading changed for ProCook pre and post pandemic?
to buying kitchenware online – that was huge and we certainly experienced that.
We were perfectly positioned prior to the pandemic to take advantage when the opportunity arose, and we’ve grown substantially - almost doubling in size since that time. Proportionally it’s similar in terms of retail and web mix, which are similarly weighted.
You sell ProCook products direct to consumer both online and in your own stores but are you ever tempted to sell via other retail outlets too?
The kitchenware market was heralded as one of the sectors which benefitted most from the pandemic, was that ProCook’s experience?
“We’ve grown substantially doubling in size” 16 KITCHENWARE INTERNATIONAL
There is a bit of an exaggeration of how much the kitchenware market actually grew – the real growth was seen where people moved
Did you know?
No – being direct-to-consumer is the key element of our proposition that makes ProCook such a strong business so we won’t be deviating from that.
Online or brick and mortar, which is a more successful way of selling product for ProCook? We’re omnichannel so we can’t separate them really – we know that
kitchenware customers are moving to online shopping and that will continue but there is always going to be a segment of shoppers who want to purchase in store and be inspired in retail spaces.
How does your buying team keep on top of what is trending in kitchenware? As a brand we’re really focussed on longevity and quality over fads and fashion and our ethos is centred around ‘buy once, buy better’ – an ‘anti-trend’ if you will. When you buy a ProCook product you can expect to own it for many years. To inform and improve our product lines and understand what is important to our customer, our buying teams use a combination
ProCook was started over 20 years ago and was the first company to sell cookware sets by direct mail in the UK.