ProCook Group (LSE:PROC) has delivered a strong set of full-year results, demonstrating that a clear strategy, disciplined execution, and continued investment can drive growth even as consumers remain cautious with their spending.
Speaking about the company’s performance, Lee Tappenden, Chief Executive Officer of ProCook, highlighted a year of significant progress across sales, customer acquisition, store expansion, and profitability.
Strong Sales Growth Across Channels
Under Tappenden’s leadership, ProCook reported total sales growth of 23.0%, with like-for-like sales increasing by 11.8%. On a two-year basis, like-for-like growth reached 17.3%, reflecting the strength and consistency of the retailer’s performance.
Tappenden attributed the results to ProCook’s successful omnichannel strategy, with both physical stores and e-commerce delivering strong growth. Alongside existing store performance, the company continues to expand its footprint across the UK, helping to increase brand awareness and attract new customers.
“We’re driving a very strong omnichannel approach,” Tappenden explained, noting that growth is being supported by both new store openings and innovative marketing initiatives.
Progress Towards Ambitious Growth Targets
Two years ago, ProCook set out a medium-term strategy focused on expanding to 100 stores across the UK while delivering a 10% operating profit margin.
According to Tappenden, the business is making encouraging progress against those objectives. During the year, ProCook opened 13 new stores, following 12 openings the previous year, demonstrating confidence in the long-term opportunity for the brand.
A particularly positive development has been the introduction of a new store design concept. Eight of the newly opened stores feature the updated format, and Tappenden revealed that these locations are currently amongst the strongest performers within the new store portfolio.
“The new format is performing exceptionally well,” he said, highlighting the role it is expected to play in future expansion plans.
Driving Profitability Through Disciplined Execution
Alongside strong revenue growth, ProCook has continued to improve operational efficiency.
The company increased its operating profit margin from 4.6% to 5.7%, representing an increase of more than 50% year-on-year in operating profit performance.
Tappenden emphasised the importance of maintaining strict cost discipline while investing in growth initiatives, demonstrating a balanced approach to value creation.
Investing in Customer Experience
A major focus for ProCook over the past year has been enhancing customer service across its retail network.
Tappenden explained that the company has undertaken an extensive retraining programme for store colleagues, strengthening customer engagement and improving the in-store experience.
This investment appears to be delivering tangible results. The number of active customers within the business increased by 24% during the year, reflecting both strong retention and successful acquisition efforts.
Building a Stronger and More Engaging Brand
Another key driver of growth has been ProCook’s evolving marketing strategy.
According to Tappenden, the company has significantly increased its focus on paid and social media, helping to create a more engaging and distinctive brand personality.
“We’re talking to customers in a different way,” he said, explaining that the refreshed approach has enabled ProCook to connect with a broader audience and attract new customers to the brand.
This combination of enhanced marketing, improved customer service, and continued investment in stores has helped build momentum across the business.
Confidence for the Future
While many retailers continue to face challenges from inflation, higher interest rates, and changing consumer spending habits, Tappenden remains confident in ProCook’s ability to continue gaining market share.
The company’s latest results highlight a business that is executing effectively against a clearly defined strategy, with growth being supported by multiple drivers including store expansion, omnichannel development, customer acquisition, and operational discipline.
Under the leadership of Lee Tappenden, Chief Executive Officer of ProCook, the company has established a strong foundation for future growth and appears well positioned to continue delivering value for customers, shareholders, and stakeholders alike.
As ProCook advances towards its goal of 100 stores and improved profitability, the business enters the new financial year with growing momentum and a clear vision for long-term success.
For more information visit – https://www.procookgroup.co.uk/
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