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Investment strategy bears fruit for premium cookware firm |

Investment strategy bears fruit for premium cookware firm

The UK arm of premium cookware brand Le Creuset has reported a surge in pre-tax profits as the business benefited from investments made and changes to its distribution base.

Le Creuset UK said it had enjoyed an “excellent trading performance” in the year to 31 December 2017 when the company, well-known for its distinctive range of cast iron pots and pans, upped pre-tax profit by £2m to £3.7m on revenue which climbed by 12.9 per cent to £32.7m.

The performance was achieved despite the difficult trading environment and concerns in the market over the UK’s place in Europe, Le Creuset said, adding that 2018 was set to be even more challenging.

Investment in its marketing programmes, improved branding and fixtures in key customers, the expansion of its retail store portfolio and infrastructure upgrades were cited as reasons for the successful year.

The business also highlighted the rising importance of gifting in recent years, especially given the desirability of the brand. This was said to have continued to increase the proportion of sales Le Creuset makes in the fourth quarter.

Sales and profit growth is expected to continue in the current financial year.

Le Creuset began producing its first porcelain enamelled cast iron pots in 1925 from its foundry in Fresnoy le Grand, France, which remains its manufacturing base today.

The brand is now sold in more than 60 countries, including the US, UK, Japan and Australia.

Category: Cookware Pots  Tags: ,  Comments off
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