Cook to Perfection

This specialist cookware retailer is the only shop of its kind in Kings Lynn. But founders Melanie and Alistair Done haven't relied on product alone to draw in the custom. They have run a series of innovative marketing campaigns, from eye-catching themed window displays to giveaways in the local press. They have also been smart about location. When rental values came crashing down in April 2011, the Dones moved the business up the high street. Cook to Perfection's neighbours now include Laura Ashley, JD Sports, HMV, and a new multi-million pound Primark. To cope with increased demand, staff have increased from three to eight. Turnover has almost quadrupled due to increased footfall. Cook to Perfection has also made some smart partnerships to boost business: it is now the largest independent stockist of Sodastream in the UK, hosting demonstrations on weekdays.

• Dominating a niche in the local area
• Smart partnerships and location
• Consistent innovation in marketing efforts to keep Cook to Perfection in the press