“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.