Gloucester-based kitchenware specialist, ProCook, opened the doors to its 60th store this week.

The new 2,000 sq ft store at atria Watford Shopping Centre is the seventh in the Greater London area and has created 10 new jobs.

It stocks ProCook's full range of products, from tableware and cookware to cutting edge knife ranges and its new line of electricals.

Andy Kerr, ProCook retail director, said: "I'm pleased to announce that our latest opening coincides with a big milestone for ProCook as our 60th store. We firmly believe in the value of physical retail stores and expanding our store portfolio plays a key role in our plans to strengthen our brand awareness in the UK. As we approach the Christmas season, our team is ready to welcome everyone from the local area who loves cooking and entertaining at home."

Steve Gray, head of European retail asset management at Global Mutual, which manages the shopping centre, said: "We are delighted that the ProCook team have chosen atria Watford to launch the company's 60th store. As we approach the festive season, their range of kitchen and homeware will provide another great option for those shopping for gifts."

It has been a big year for ProCook, which has seen founder Daniel O'Neill step down as CEO after 28 years at the helm, with Lee Tappenden taking over as CEO last month.

It also moved into its new 167,000 sq ft state-of-the-art distribution centre and head office at St Modwen Business Park, close to Junction 12 of the M5.

The company swung to a small loss in the last financial year, as sales fell by 9.9% to £62.3m. It said it is prepared for the peak festive trading period, with strong product availability and offers planned.