Home decor retailer Dunelm has credited another strong digital performance, as sales grew 2.4% to £894mn in the 26 weeks ending 28 December 2024.
With 39% of total sales now generated through digital channels, an increase from 36% in 2024, Dunelm saw its market share increase to 7.8%, up 30bps on a calendar year basis. There was also 4.3% growth in active customers numbers.
Nick Wilkinson, chief executive officer, Dunelm, commented: “Our performance over the first half reflects the growing attraction of the Dunelm offer for a wide range of customers, and the quality and resilience of our business model. Amidst a challenging backdrop for retail, those attributes have helped us deliver increased sales, a strong gross margin, and both customer and market share growth.
“We have also pressed ahead with our strategy. Whether our customers prefer maximalist prints or neutral plains, the elevation of our product is apparent through the diverse range of styles on offer for all tastes, with quality once again endorsed through the awarding of a Royal Warrant to our Dorma brand. Our thriving total retail system is connecting that product with more customers, and we saw further growth in our increasingly personalised digital channels, as well as some exciting firsts for our store portfolio; we arrived in inner London at Westfield, acquired 13 stores in Ireland, and we will open our 200th store in the second half.
“As ever, whilst pleased with our results, we are eager to move faster and with greater purpose. Customers love Dunelm, but we can grow to become a destination for more customers, across more categories, more of the time. With our dedicated colleagues, who have shown incredible adaptability in a difficult trading environment, this gives us a renewed confidence in unlocking our full potential as The Home of Homes.”
Learn more about Dunelm in a company profile in the RetailX UK Top500. Amazon, Ikea, Next, Asda, , Boden, Richer Sounds and Very are also studied in this tenth edition of the report.
Download the full report today for the latest ranking of the best retailers in the UK as well as a strategic overview of the UK retail sector and an interview with Sue Harries of Elite retailer Screwfix.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.
