It takes a brave retailer to remove its goods from Amazon. But that’s what ProCook did last year.
It decided that selling its own-branded pots, knives and other cookware via the tech giant diluted its margins, and reckoned shoppers could be tempted onto its own website and shops.
Indeed, ProCook was so sure of itself that it listed on the London Stock Exchange in November. Reports had suggested a valuation north of £250 million, but ProCook was priced at the lower end of its range at 145p, valuing the group at £158 million. The shares closed last week at 152p, or £166.7 million.
ProCook began life as a mail-order business in 1996. It sells online and from 50 shops including flagships in the Westfield London