Our Business Model

Bringing joy to everyday cooking

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Through our direct-sourced and direct to consumer business model, we offer high-quality products at great value to our customers, delivered with outstanding omnichannel service. We’re a responsible retailer who believes in being a force for good, creating greater value for all our stakeholders.

ProCook's business model wheel diagram

The strong foundations of our business model are delivering competitive advantage

Award-winning quality products at unbeatable value

Our own-brand products and direct sourcing model enables us to offer customers far greater value than other well-known brands for comparable products, while we maintain strong margins.
At every price point, we offer high-quality, thoughtfully designed and award-winning products that are built to last.

Two customers picking out an item in a ProCook store
ProCook staff member cutting ribbon to open new store

An expanding and improving retail estate, enhancing brand awareness

Our 70+ retail stores spread throughout the UK offer customers the opportunity to experience products first-hand and receive expert advice. As we expand in high footfall locations, the halo effect of increased brand awareness is driving both in-store and online sales.

We see our medium-term target of 100 stores as a clear opportunity to unlock further market share and profitability.

We are trialling a new store format to enhance the shopping experience for customers in existing stores, by adding more inspiration and warmth, combined with cleaner visual merchandising.

Best in class omnichannel service underpinning customer satisfaction

Our website offers customers a seamless, inspirational shopping experience with high-quality imagery and video content produced in-house to showcase our products features and benefits.

We offer convenient delivery, payment and gift card options making us easy to shop with us.

In stores, our knowledgeable and friendly colleagues provide best-in-class customer service, helping customers to trial products and select the right products for their needs.

Recent enhancements, such as build-your-own set capabilities allow customers to personalise their purchases, continuing to strengthen both online and in-store experience.

ProCook staff member smiling at the camera while standing in a store
ProCook staff member working on a till

Enabled by proprietary Technology platform, data and insights

Our technology with integrated customer data and analytics, supports our operations and provides a maintenance-light, scalable platform for growth, adopting best-in-class third-party tools to augment our platforms.

We have an excellent-rated Trustpilot score in part due to our relentless drive to continually enhance our service, with our teams monitoring customer feedback in real time, using this data to enhance our online and in-store experiences.

Our growing email database, combined with advanced customer segmentation and testing, enables targeted marketing and personalised offers across channels, driving repeat rates and lifetime value.

Optimised supply chain and logistics

Working directly with manufacturers to design and source our products not only reduces our production costs but our strong relationships also enable greater flexibility in our supply chain and inventory management. Our logistics operations are designed to optimise pick and pack efficiency, ensure high product availability, and optimise store inventory levels.

An instructor training 2 staff members in an engineering room

Our
activities

Engaging our customers

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Engaging our customers

We love to cook, and we’re passionate about sharing this with our customers. Attracting, engaging and retaining customers is a key focus for us in driving continued growth. Our focus on service excellence across all touchpoints helps ensure customers are well looked after. We engage with our customers via social media, email and other media channels.

Product design and development/ Sourcing and supply chain management

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Product design and development/ Sourcing and supply chain management

Our in-house design teams work closely with our suppliers on initial design through to product enhancement. Our teams focus on quality, functionality, durability and sustainability, and style to create products our customers can enjoy for many years. We launch new products throughout the year, typically refreshing our range by 25% each year.

Working with our suppliers, primarily in the Far East, we bring new products to the market and maintain high availability across the range. Our supply chain teams manage the ordering, shipping and importing, right through to delivery into our stores and to customers’ homes, via our two distribution centres in Gloucester.

Routes to market

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Routes to market

Ecommerce

Our Ecommerce teams manage our trading and customer experience across our platforms including the UK website. We merchandise products using high quality imagery produced in our photography studio to inspire our customers.

Retail

Our Retail offer provides a convenient and inspirational setting for customers to seek advice, browse the range, and select products to take home today. Our stores are clean and uncluttered, and wellstocked, showcasing good/better/best product ranges effectively so customers can make the right choice.