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Dunelm digital sales rise 36% due to Winter Sale

Dunelm storefront

Dunelm has reported a 36% rise in digital sales in its third quarter which was boosted by a delayed Winter Sales.

In the 13-week period ended 1 April 2023, the furniture company reported “strong growth” in both channels. In the period overall sales of £432 million up from £399 million in the same period compared to last year.

However, Dunelm credited the moving of its Winter sale into the third quarter, compared to the second quarter. As a result, the retailer said the sale “resonated particularly well with our savvy home-loving customers, who took advantage of exceptional quality and value across our categories and price points”.

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The company also the rise in sales to its investment in digitalising the business, which has resulted in it’s profit expectations to “remain unchanged” and “in line with current analysts consensus”, despite warning the consumer outlook remains “unpredictable”, as a result of the ongoing cost-of-living crisis and rising inflation.

“We are seeing strong momentum in the business as customers continue to appreciate the quality and value across the Dunelm range, despite a challenging trading backdrop,” Dunelm CEO Nick Wilkinson said.

“This was apparent through our successful inter Sale and the positive launch of our new ranges for spring and summer as customers look forward to longer days and outdoor living.

“As we continue to seize the many opportunities we see, we are investing for the long term and making good progress against our plans, which include the ongoing development and extension of our product ranges, building our customer data platform and optimising our marketing channels. These plans give us good confidence for ongoing success.”

Image credit: Shutterstock

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