ProCook posts record results thanks to new stores and social push

The kitchenware specialist increased revenue by 23% year on year to £85.5m, while total like-for-like revenue increased 11.8% year on year. 

Operating profit rose 51% to £4.9m, and profit before tax jumped 64.5% to £2.5m, with free cash flow more than doubling to £3.5m. The group ended the year debt-free with net cash of £4.4m.

ProCook’s store expansion programme saw it open 13 new outlets during the year, ahead of its own target of between five and 10, attracting 918,000 new customers, a 24.6% increase on the prior year.

The retailer said it had also seen success in its social media marketing efforts, building out its own in-house content team and expanding its network of influencers, resulting in revenue attributable to paid social advertising rising 93% year on year.

ProCook chief executive Lee Tappenden said: “ProCook’s unique proposition, as a category specialist offering high-quality products at greater value due to our own-brand, direct-sourced business model, combined with excellent service, is clearly resonating with our customers. We have driven excellent, profitable, cash-generative growth, significantly outperforming the market by expanding our store network, extending and refreshing our product range, and attracting more customers to our brand through lifestyle-led social campaigns.

“With just a 1.9% share of our highly fragmented kitchenware market, we see many opportunities ahead and have clear plans in place to capture more share as we increase the awareness of our brand and continue to enhance the experience of shopping with us.

“Our profitable, cash-generative growth and strong balance sheet is enabling us to invest to support continued growth as we progress with our strategy, giving us confidence in delivering FY27 market expectations and our ambitions for the medium term and beyond.”