Our History
We were founded over 25 years ago, as a family business selling cookware sets by direct mail in the UK. We've come a long way since to become the UK's leading specialist kitchenware brand.
From direct mail to a direct-sourced to direct-to-consumer business
The first sales were made through an advert in the Good Food Magazine featuring a 12-piece stainless steel cookware set which retailed at £199. The pan set was sourced directly from the Far East and over 350 orders were placed from that single page advertisement. The O’Neill family founders had spotted an opportunity in the marketplace to offer high-quality, great-value, kitchenware products directly to the consumer.
1990s
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1996
Professional Cookware Company founded by the O’Neill Family
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1999
Opened first designer outlet centre store in Mansfield offering extended kitchenware ranges
2000s
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2005
Transactional website launched, with a focus on proprietary platforms
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2008
Rebranded to ProCook – beginning the transition to selling own-brand direct-sourced products exclusively
2010s
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2016
Began trading on Amazon DE, followed by Amazon FR one year later
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2019
Acquired Steamer Trading, adding scale and national footprint
2020s
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2020
Accelerated online trading in response to the Covid-19 pandemic
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2021
Listed on Premium Segment of the London Stock Exchange on 12 November 2021
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2023
Moved into our new purpose built Store Support Centre and 167,000 sq ft DC
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2024
Launched initial phases of our small kitchen electricals category
