Family business opens huge M5 HQ including ‘free food’ in staff cafe after boom during Covid

A Midland kitchenware business has expanded to a new huge M5 base[1] after it saw sales rise during Covid[2] lockdowns. ProCook has opened its headquarters and distribution centre with a staff cafe that even has 'free food' options.

Many people forced to stay at home during the Coronavirus pandemic turned to cooking to pass the time along with drinking at home with pubs out of bounds. And that has paid off for ProCook, which sells everything from wine glasses and cutlery to plates, saucepans and teapots.

The leading family-run cookery brand moved into St Modwen Business Park, run by Longbridge-based[3] St Modwen, next to the M5 at Junction 12 for Gloucester. As a major employer in the area south of Worcestershire[4], the new premises are for up to 200 staff include facilities to support employees with their wellbeing.

The staff canteen includes some free food options, while there's also a gym and a dedicated wellbeing room. There's also a large 3,100 sq ft showroom to display the company's range of cookware, kitchenware and tableware plus a state-of-the-art photo studio.

A spokesperson for Birmingham firm St Modwen said: "ProCook had already experienced significant growth pre-Covid-19 and the impact of the pandemic subsequently accelerated the retailers need to find additional space. A greater demand for its products, resulted in expansion not only for production, but also to allowed social distancing measures to be implemented.

"With more than 10 years of continuous growth, the retailer required additional warehouse space that matched its needs."

ProCook's new HQ at St Modwen Business Park off the M5 J12 bottom left ProCook's new HQ at St Modwen Business Park off the M5 J12 bottom left

ProCook, which has 50 retail stores across the UK, has moved to the large site next to the motorway so it can get its goods on the road more easily and also keep all its stock and staff under one roof.

Chief Executive of ProCook Daniel O'Neill said: "Having started ProCook as a family business from home over 25 years ago, I am really proud that we are at a stage where we have been able to create such a fantastic new home.

"At ProCook we aim to foster an environment where our colleagues can thrive - and they now have the best place in order to do this. This investment will support our continued growth and success by encouraging collaborative working among our colleagues, made easier by its extensive facilities.

Poll: Where is the best place for a curry in Birmingham?[6]

"Being back under one roof will enhance the service and efficiency we pride ourselves in being able to offer our customers."

The head office addresses environmental issues with electric vehicle car charges, solar panels and rainwater collection tanks that supply the building's sanitary system. Energy-efficient designs have earned the company a BREEAM excellent certification and EPC A rating.

References

  1. ^ M5 base (www.birminghammail.co.uk)
  2. ^ Covid (www.birminghammail.co.uk)
  3. ^ Longbridge-based (www.birminghammail.co.uk)
  4. ^ Worcestershire (www.birminghammail.co.uk)
  5. ^ Nearly 200 more new homes to rise from the ashes of former Longbridge MG Rover plant (www.birminghammail.co.uk)
  6. ^ Poll: Where is the best place for a curry in Birmingham? (xd.wayin.com)

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