Total revenue for the first half, ended 13 October 2024, increased 7.5% to £28.3m, while like-for-like revenue was up 4.2%.
ProCook says its sales results outperform the market by 5% and reflect an improving trend within the period.
Retail revenue increased by 6.5%, while ecommerce revenue increased by 9.4%, driven by increased conversion following migration to the new website, as well as the planned relaunch of sales on the Amazon UK marketplace.
The brand attracted 315,000 new customers (+9.8%) in the period by broadening reach and product ranges and providing excellent service and value. ProCook also reported a record high of L12M active customers of 1.1m.
Lee Tappenden, chief executive officer, commented: “We delivered a strong performance in the first half, outperforming a subdued market, and growing our customer base whilst maintaining cost discipline. We have made good progress against our strategic priorities and continue to invest carefully in the areas that will support profitable growth in the medium term.
“We now expect to open a further three new stores in the remainder of the financial year, taking the total up to 12 new stores and, by closing two smaller garden centre stores, adding a net 10 new stores to our retail network across the year.
“We are pleased with trading results in the first half of the year. Whilst the important Q3 trading period had a subdued start in the early weeks coinciding with the Budget event, and a later Black Friday year on year, we are well positioned to take advantage of the improved momentum we are now experiencing, supported by our Christmas campaign, new product launches and strong inventory levels.
“Notwithstanding recent continued challenging trading conditions, our expectations for the Group’s full year performance are unchanged, as we anticipate our typical second half weighting of revenue and profitability, supplemented by the actions we have taken to expand our retail network, combined with continued margin and cost discipline.
“We remain confident in delivering continued strategic progress and sustainable growth over the medium term, as we work towards our ambitions of 100 stores, £100m revenue and 10% operating profit margin.”
