The Steamer Trading brand, which increased its gift offer two years ago, is to be closed down by owner ProCook after unsuccessful efforts to revive it since acquiring it in January. ProCook will move into 13 of the 21 high street sites and will be closing the remaining eight Steamer Trading stores.
“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,” explained ProCook owner Daniel O’Neill. “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.”
He continued: “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 been forced to close some stores.”
ProCook’s 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. 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.”
The developments will roll out in 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, Southamptonand St Albans.
The new ProCook stores will be in Bishop’s Stortford, Bury St Edmunds, Chester, Cirencester,Harrogate, Thame, Bath (hitherto Kitchens), Bristol (hitherto Kitchens), Brighton, Dorchester, Eastbourne, Lewes and Truro.
Top: The Steamer Trading brand is to close over the next few weeks. Shown is the store in Beverley, Yorkshire.
