Despite a “softer” homewares market, Dunelm has reported a 4.1% increase in sales to £1.71bn with pre-tax profit up to £205.4mn.
In the 52 weeks to 29 June 2024, Dunelm saw a 5% increase in the number of active customers, with growth across all ages, incomes and geographies. Sales increased both in-store and online with digital now accounting for 37% of total sales.
“In a period when consumers faced inflationary pressures and competing demands for their disposable income, we have continued to raise the bar on the relevance and value we offer at Dunelm,” noted Nick Wilkinson, chief executive of Dunelm.
Value for money and the customer experience are strategic priorities for Dunelm, a company profile in the RetailX UK Top500 2024 report highlights.
Dunelm, which started life in 1979 as a Leicester market stall selling curtains, now offers its customers a multichannel service through dunelm.com and about 180 shops across the UK. It is ranked Leading in RetailX UK Top500 2024 research.
Its website reflects its commitment to sustainability. Dunelm’s Pathway to Zero strategy includes a move to supply Better Cotton-certified materials, its first range of Remade products, developed on circular design principles, and “conscious choice” products that make up 15% of its own brand range.
Convenient fulfilment options are also flagged up on the Dunelm website – from free standard delivery when shoppers spend more than £49 to free same-day click and collect in as little as three hours.
Returns are free and can be made for up to 28 days after delivery. On the landing page, Dunelm keeps shoppers informed by showing its payment options and by flagging up both its newsletter sign-up and its social media channels.
Visitors can click through to five social media channels: Instagram, where it has a following of 953k for inspirational product images and messages, Facebook, X (Twitter), Pinterest and YouTube. Shoppers can easily navigate the site using dropdown search suggestions and navigational filters that enable then to set their price range and shop by discount, product type, colour, room and brand. They can add items to a wishlist from the category page.
Earliest delivery dates and whether a product is available for store collection are shown on the product page, alongside a choice of images, star ratings and a range of similar items that are “recommended for you”. Shoppers can choose to checkout as a guest or create an account. Payment methods include PayPal, Apple Pay and Klarna.
This Dunelm profile, authored by Chloe Rigby, is one of eight retailer case studies in the report, with Amazon, Ikea, Next, Asda, Boden, Richer Sounds and Very also looked at.
The tenth edition of the UK Top500 maps out how, for many retailers, the balance of retailing over the last decade of our UK Top500 analysis has changed.
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.
