Steamer Trading brand to close – several stores will re-open as ProCook

It has been reported that ProCook is to close the Steamer Trading brand, and eight of its stores across the country will close. ProCook will take over the 13 remaining stores.

This comes after ProCook acquired Steamer Trading Cookshop back in January but efforts to save the business have been unsuccessful since then.

The developments will take place over the next few weeks and will take the total number of ProCook locations across the UK to 50, broadening the retailer’s presence from out-of-town outlets and leisure destinations to town centre locations.

The eight Steamer Trading stores due to close are: Beverley, Chichester, Horsham, Lymington, Northallerton, Saffron Walden, Southampton and St Albans.

The 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 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.

“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.”

ProCook was founded nearly 25 years ago and supplies housewares with savings of up for 50 per cent compared with other leading brands, by producing and delivering products direct to the customer with no middleman. Headquartered in Gloucestershire, the company currently has 37 UK stores.