KPMG Restructuring has been appointed as administrator for the 39-store chain. Joint administrators are Richard Hill and Joff Pope.
ProCook was set up in 1993 and employs 261 staff, including 20 at its head office in Cheltenham. Its stores are both in high streets and outlet villages. It also operates via its transactional web site.
Pope said: “Unfortunately, the rapid expansion of the company into the high street has coincided with a time of tough trading for the retail sector, which means the business has hit problems. Trading will continue as normal while we seek a buyer for the business as a going concern.”
ProCook is the latest victim of the credit crunch, which has claimed high street casualties already, such as furniture chains Ilva Furniture and New Heights.