Interview: ProCook boss Daniel O’Neill shares his recipe for IPO success

Daniel O'Neill, ProCook CEO

As ProCook publishes its maiden results following a stellar IPO,  Retail Week sits down with founder and chief executive Daniel O’Neill to discuss his future plans for the brand.

“At the moment our brand is quite a secret, compared with Le Creuset and Tefal – we’re catching up with them in terms of turnover, but we’ve done it stealth-like,” jokes ProCook founder and chief executive Daniel O’Neill.

Sitting in the cookery-class kitchen above his flagship Tottenham Court Road store, which opened in September, O’Neill looks quite at home with a cup of tea.

The brand’s first results since its London float might explain why he is sitting so comfortably – ProCook registered revenues up 34.4% to £32.1m in the 28-week period to November 17. 

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