ProCook, the D2C kitchenware brand, brought in a new chief marketing officer in July. The announcement came after the business issued a profit warning in June as it faced ‘increasingly challenging market conditions’ with customers affected by the ‘exceptional’ pressures on spending.
The business is expecting adjusted pre-tax profits of between £4m and £6m this financial year and sales to remain flat at £69m, significantly less than the £82m it had anticipated back in January.
The new CMO, who has prior experience at Ladbrokes, Coral and Dunelm, will be looking to invest in marketing to turn around ProCook’s fortunes and increase sales as much as possible. The brand could look to advertise ahead of the Christmas shopping period as its kitchen staples offer a functional gift worth spending on. The brand also partnered with the Woodland Trust earlier this year as part of its net-zero carbon emissions by 2030 mission, making it a sustainable choice.
ProCook invested heavily in marketing in Q1 2021 when it spent £3.6m and has said that it is ‘confident’ it can increase market share.