Specialist kitchenware retailer ProCook has opened the doors to its first-ever concept store to elevate the customer experience.
The debut concept store has opened in Birmingham, located at the Bullring, and is the retailer’s third store in Birmingham, following the opening of stores in Solihull and Merry Hill.
The updated format aims to provide what the retailer called a more “inspirational and premium experience” as it also continues its store expansion strategy. Four more new-format stores are set to open before Christmas.
The concept store has improved product category zoning and new product demo areas for hands-on exploration, while allowing the retailer to showcase more of its expanding ranges in a better way.
ProCook is aiming to reach 100 UK stores in the medium term, with a current reach of over 70. The new store concept is part of the company’s confidence in physical retail.
ProCook chief executive Lee Tappenden said: “We’re proud to be opening our first Birmingham city centre store and debuting our brand-new design concept here. The Bullring is one of the UK’s most iconic retail destinations and Birmingham itself is such a vibrant, food-loving city – as a high footfall destination, it’s the perfect place to showcase where ProCook is heading next.
“This launch marks an exciting step forward for the brand as we continue to evolve our stores to make shopping for kitchenware easier, more inspiring, and more enjoyable than ever before.”
“To mark the opening, ProCook is hosting a weekend of in-store activity, including product demonstrations and interactive experiences designed to celebrate the brand’s commitment to inspiring customers in the kitchen.
“The Bullring opening is another step in ProCook’s journey to create exceptional in-store experiences and bring more of our high-quality kitchenware to more customers across the UK.”
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