ProCook Group - Our Strategy

Becoming the customers’ first
choice for kitchenware

Our ingredients for success

We design and source beautiful products at great value

We create inspirational and memorable experiences for customers

We offer friendly, knowledgeable service customers can trust

Our Mission and Strategic Priorities

Becoming the customers’ first choice for kitchenware

Our mission is to become the customers’ first choice for kitchenware, creating sustainable and long term value for all our stakeholders.

We have a clear strategy to raise awareness of the exceptional value and service proposition we offer, growing our customer base, and sharing our passion for cooking.

Our strategic priorities

Attracting, engaging and retaining more customers

Growing brand awareness and market share through engagement and inspiration

How we will move forward

Create and share inspirational digital content using our own Cookery school
Develop brand campaigns that resonate with customers
Enhancing our digital marketing capabilities
Utilise our rich customer data more effectively

Developing our proposition

Continually improving our product and service offer, across all channels

Extend and improve existing ranges especially in tableware
Intense focus on service-excellence across all customer touchpoints
Develop new categories to create more reasons to shop with us including small kitchen electricals
Improve customer experience online, making it easier to shop with us
Develop our Retail estate, adding more locations, and increasing the size of our stores to better showcase product
Entering into additional overseas markets at the right time

Building on our foundations

Committed to creating an even better place to work, reducing our environmental footprint and investing for profitable growth

Open our new Distribution Centre to improve efficiency and add capacity for growth
Continually develop our Tech capabilities to support operations and customer insight
Create a fantastic new office environment for our colleagues, improving personal development and collaboration across teams
Improve how we engage with, listen and learn from our colleagues
Develop and implement our roadmap to Net Zero emissions by 2030
Further eliminate waste, and develop our product ranges to be more sustainable

Build on our foundations

With a well-invested infrastructure, and a long-term mindset, ProCook is well positioned for growth. However, we recognise that we must continually evolve and develop our foundations.

Continually develop agile and scalable technology solution.

Our proprietary technology platforms provide our customers and our operations with bespoke functionality that is highly flexible and saleable. We will continue to invest in developing capability in this area.

Develop our supply chain capability and capacity.

We plan to make further investments in our supply chain capability and capacity to facilitate our continued growth.

Make ProCook an even better place.

ProCook is a great place to work, and we intend to keep making it better still. Our high engagement scores highlight the passion our people have for developing the brand, and we will reinforce our positive, collaborative culture ensuring ProCook remains a brand all our people are proud of.

Reduce our environmental footprint.

We are committed to continually reducing our environmental footprint and doing the right thing for our planet, our people and our customers and our actions here will help support the development of the Brand as one that really does make a difference in this important area.