ProCook sales have soared as Black Friday and Christmas campaigns pay off

ProCook reported an 11.2% rise in total revenue for the 12 weeks to January 5, 2025, reaching £25.6m.

Retail and online revenues were up 12.4% and 9.2% respectively during the period, with retail revenue reaching £16m and ecommerce hitting £9.6m.

ProCook attributed its retail revenue growth to the impact of new store openings during the year while online sales were boosted by the company’s relaunch on Amazon UK’s marketplace.

During the third quarter, ProCook opened five new stores, taking its year-to-date total to nine, while two of its “smaller” garden centre stores closed.

Chief executive Lee Tappenden said the retailer’s performance was helped towards the later part of the quarter due to the “result of the actions” taken to “elevate” its Black Friday and Christmas campaigns.

Tappenden noted the retailer’s efforts in “improved promotional and seasonal product ranges, and stronger inventory levels”.

He added: “We have delivered a strong trading performance in the important peak period, continuing to outperform the market, while providing excellent-rated service to our growing customer base.

“This performance was in line with our expectations for the full year which, notwithstanding ongoing consumer uncertainty, reflects the typical benefit from the second-half weighting of revenue and profitability, combined with our retail network expansion, margin improvements and ongoing cost discipline.

“We have made good progress against our strategic priorities and continue to invest responsibly in the areas that will support profitable growth in the medium term. We expect to open a further three new stores in the remainder of the financial year, taking the total up to 12 new stores this financial year.

“We remain confident in delivering continued strategic progress and sustainable growth over the medium term, as we work towards our ambitions of 100 stores, £100m revenue and 10% operating profit margin.”