ProCook opens first concept store at Birmingham Bullring

ProCook, the direct-to-consumer specialist kitchenware brand and certified B Corp, has opened its new Birmingham Bullring store, debuting the brand’s new store design concept.

The Bullring store is the brand’s third location in Birmingham and its first in the city centre, following the opening of two new stores in Solihull and Merry Hill last year. The latest opening forms part of ProCook’s ongoing store expansion strategy as it grows its presence in key retail destinations nationwide, including some of the UK’s busiest shopping centres, with four more new-format stores scheduled to open before Christmas.

ProCook now has more than 70 stores open across the UK and an ambition to reach 100 in the medium term; the latest store reflects the company’s confidence in physical retail and its role in bringing the ProCook experience to life.

Created with passionate home cooks in mind, the refreshed format provides a more inspirational and premium experience with improved product category zoning and new product demo areas to encourage hands-on exploration, while enabling ProCook to better showcase more of its growing ranges.

Lee Tappenden, CEO of ProCook, said: “We’re proud to be opening our first Birmingham city centre store and debuting our brand-new design concept here. The Bullring is one of the UK’s most iconic retail destinations and Birmingham itself is such a vibrant, food-loving city – as a high footfall destination, it’s the perfect place to showcase where ProCook is heading next. This launch marks an exciting step forward for the brand as we continue to evolve our stores to make shopping for kitchenware easier, more inspiring, and more enjoyable than ever before.

To mark the opening, ProCook is hosting a weekend of in-store activity including product demonstrations and interactive experiences designed to celebrate the brand’s commitment to inspiring customers in the kitchen.

As a certified B Corp and Living Wage employer, ProCook will also support its charity partner Magic Breakfast throughout October by matching all customer donations made at the till, helping tackle child food insecurity in schools.

The Bullring opening is another step in ProCook’s journey to create exceptional in-store experiences and bring more of our high-quality kitchenware to more customers across the UK.”