Following today’s release of Procook’s figures for the 28 weeks ending 11 October 2026; Emily Scott, retail analyst at GlobalData, a leading intelligence and productivity platform, offers her view: “ProCook delivered a strong first half for FY2026/27, bolstered by store openings and a robust online proposition. However, growth did decelerate slightly in the second quarter after an exceptional start in Q1, with this early momentum ensuring H1 revenue rose 16.3% to £39.7m. The 13% jump in ProCook’s share price this morning reflects investor confidence in its sustained market outperformance and improving balance sheet, with analysts expecting operating profit of £6.1m for FY2026/27, which would be nearly a 25% uplift on FY2025/26. The retailer enters the second half in a strong position to continue outperforming, with gross margin and operating costs in line with expectations, and inventory built for Black Friday and Christmas success.
“Ecommerce remained the principal growth engine in H1, with revenue up 21.6%, driven by higher traffic and continued investment in its social media and website for a better online experience. ProCook’s focus on customer acquisition and digital engagement through engaging content creation should support further growth in H2, with new customer acquisition up 25% year-on-year, the active customer base up 28%, and attributed revenue from social marketing and content up 46%. The growth in ecommerce strengthens ProCook’s reach and reduces its reliance on store-led growth, while the transition to DHL-operated warehousing and the planned migration to Shopify Plus will support this momentum by strengthening fulfilment capacity and improving the platform for further scale.
“Retail revenue rose 13.5%, driven by store estate expansion. Yet retail like-for-like sales slipped 0.7% in Q2; however, ProCook still achieved modest like-for-like growth of 0.6% for the first half. This dip appears to be temporary rather than a broader slowdown, as the two-year retail like-for-like comparison remained positive at 5.4%. The retailer did note that this weaker result was the impact of hot weather, but Q1, which covered most of the UK heatwaves, did see positive results as shoppers invested in al fresco dining. ProCook opened three stores in H1, alongside two relocations and two refits, ending the period with 80 stores, including 13 in the new format. However, the contribution from new openings is expected to diminish through the rest of the financial year, with ProCook planning fewer store openings in H2 than during the same period last year. The longer-term value of this investment in its stores will depend on repeat purchasing and customer retention, and it must improve how it incentivises repeat visits to maintain momentum. This could be achieved through introducing click & collect, which would increase the number of consumers going into store and encourage impulse purchases.”
