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Jamie Oliver and Nigella Lawson boost sales for Gloucestershire firm ProCook

By The Citizen  |  Posted: January 09, 2014

Jamie Oliver has boosted sales at ProCook

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A Gloucester-based cookware company is celebrating record sales - thanks in part to the popularity of TV chefs like Jamie Oliver and Nigella Lawson.

ProCook has seen total sales increase by 22 per cent in the four weeks up until January 5 compared with the same time last year.

Web sales alone rose by 67 per cent with the launch of a new website.

ProCook employs 50 people at its head office at Hurricane Road, Gloucester Business Park, where its cookware and kitchenware brands are designed and then produced in China.

In all the company employs 130 people, with 22 stores in the UK and two in the US.

A spokesperson for ProCook said the soaring popularity of TV cookery programmes and celebrity chefs was encouraging more people into the kitchen and helping to lift sales.

“The cookery programmes have made it more fashionable and sociable to cook at home,” he said.

ProCook’s managing director and founder Daniel O’Neill said: “We were a little nervous in the lead-up to Christmas, seeing low footfall in stores, but we were confident that things would improve in the post-Christmas period.”

Development of the brand and internet sales has been a major focus, resulting in 50 per cent more head office staff recruited in design, photography and e-commerce.

Turnover for 2012/13 was £11,169,746 – an increase of 24 per cent on the previous year.

Yesterday Sainsbury’s – which featured Jamie Oliver in its TV ads – cut its full-year sales growth forecast to just under one per cent, warning that customers are likely to “spend cautiously” in the first few months of 2014.

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