ProCook is to close the Steamer Trading brand after unsuccessful efforts to revive it since acquisition in January. ProCook will move into 13 of the 21 high street sites and closing the remaining eight Steamer Trading stores.
The developments willroll out in the next few weeks and will take the total number of ProCook locations across the UK to 50, broadening the retailer’s presence from its current out-of-town outlets and leisure destinations to these new town centre locations.
ProCook owner Daniel O’Neill said: “After almost six months of trying to get the Steamer Trading model to work and a significant amount of investment we have we have been forced draw the brand to a close. We have concluded that our best route to success is to utilise the most profitable sites in expansion plans for ProCook. This will enable ProCook to maintain a high street presence and will save jobs that would otherwise be lost.”
Daniel continued: “It’s a sad day for the Steamer Trading brand, but even with our best efforts the model is not viable and therefore we’re forced to close a few stores.”
Ceo Stephen Sanders added: “Given the current economic pressures faced by retailers on the high street we cannot afford to rest on our laurels, and the difficult decision we’ve come to will enable us to protect the rest of our portfolio.
“We are pleased that by transferring 13 stores to the ProCook brand we’ll be able to preserve a significant number of jobs and will be offering full support to those whose roles are affected.”
The eight Steamer Trading stores due to close are: Beverley, Chichester, Horsham, Lymington, Northallerton, Saffron Walden, Southampton and St Albans.
New ProCook stores will be: Bishop’s Stortford, Bury St Edmunds, Chester, Cirencester, Harrogate, Thame, Bath (hitherto Kitchens), Bristol (hitherto Kitchens), Brighton, Dorchester, Eastbourne, Lewes and Truro.
ProCook was founded in 1995, focusing on its successful high quality kitchenware own-brand which offers consumers savings of up for 50% compared to other leading brands, It currently has 37 UK stores, a highly popular eCommerce business and trades within 29 international territories. It acquired Steamer Trading and Kitchens brands in January 2019.
