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Published 20/10/2025

ProCook opens first concept store at Birmingham Bullring

ProCook, the UK’s leading 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 first ProCook store in city centre, and is the brand’s third location in Birmingham, following the opening of two new stores in Solihull and Merry Hill last year. The latest opening forms part of ProCook’s ongoing retail 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.”

Building a sustainable future

B Corporation Certified

ProCook is proud to be certified as a B Corp™, joining a select but growing group of companies committed to using business as a force for good.

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ProCook is honoured to be recognised as a Which? Recommended Provider for Furniture and Homewares. When you purchase from us, you can rest assured that you're getting a truly exceptional product that has been carefully crafted to meet your every need.

Life's A Beach

ProCook is dedicated to supporting our long-term charity partner's mission to inspire action to reduce single use plastics. Together, we're striving to make a positive impact on the environment and create a sustainable future.

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