Our vision is to be the leading multichannel specialist. Famous for style, value, quality and ease of shopping.

Our purpose is to help everyone create a home they love.

The Home of Homes

Our customers shop differently to how they did when our business was growing up. Online, whether for inspiration, browsing or purchasing is now a part of most customers' shopping experience.

Our stores play a pivotal role in a Multichannel world. Take-home-today convenience, friendly colleague advice, or that touch and feel experience, means we provide a unique experience which sets us apart.

The rate of change in the UK retail market is high, and gathering pace all the time. Developments in technology are changing customers' shopping behaviour and our competitor set is evolving rapidly. Discounters are competing on price and pure-play retailers are offering a wide product choice and transparent pricing. This can be disruptive as they have a very different approach to profits and long term value creation.

We continue to grow well, taking market share and developing our customer proposition. We must continue to adapt and evolve as our customers' needs change. Our foundations are strong and they give us a great platform to accelerate our multichannel capabilities.

As the rate of new store openings slows down, we must find ways to reach more customers with our Dunelm brand. Our brand awareness remains relatively low for a market leader. Attracting and converting more customers will allow us to sell more.

We must continue to give customers clear (and more) reasons to shop with us. We will be famous for style, value, quality and ease of shopping. This means well designed, brilliant quality, own label products at the best possible prices. We must offer more than today – more newness, choice and seasonality and desirable brands for example in Dorma and Fogarty.

We will broaden our appeal. We want everyone to create a home they love and to feel comfortable in ours – starting out, settled down, well off, hard up, classic tastes, bling-loving, sofa surfer or day tripper.

We know that convenience is important given our customers' busy lifestyles. Getting our product must be easy – anytime, anywhere. Our stores must be worth visiting, providing inspiration, advice, product trial and a window on our entire range. Our websites must be easy and inspiring to shop, with painless delivery and collection options.

Our colleagues make Dunelm what it is. Friendly service, product expertise, and willing to go the extra mile. We will keep making our place a better place to work. Happy colleagues make happy customers.

We will focus on five Business Goals:

1 Reaching new customers with our brand

2 Create new reasons for customers to shop with Dunelm

3 Easy and inspiring multichannel shopping for our customers

4 Simple and low cost - good housekeepers

5 A great place to work for colleagues

For us, this will feel like continual adaption and evolution. To our customers, it will simply be what they expect of us.

This is Dunelm,
The Home of Homes

for tomorrow, as well as today.

Our Business Goals

Goal One

Reaching more customers with our brand

strategic objective

Increase the number of shoppers at Dunelm

what we're doing

An integrated programme to build brand awareness, consideration and acquisition

  • Brand building campaign begins in September 2018 with TV sponsorship and advertising
  • Performance marketing programmes will accelerate under one brand
  • Developing own channels and unique content (#mydunelm, Salesforce capabilities, emails)
  • Store roll-out continues with a long term target of around 200 stores in the UK
  • Product PR and Influencer programme gaining critical mass

Goal Two

Create new reasons for customers to shop with Dunelm

strategic objective

Increase customer visit frequency

what we're doing

Improving our product proposition by offering the best choice, quality, value and style

  • Cultivate win/play/show category ranging strategies including seasonal
  • Buy more promotional product to complement core ranges and increase newness and value
  • Use drop-ship capabilities to develop online range, especially in soft furnishings
  • Build differentiated offer in selected furniture categories (e.g. Fogarty mattresses)

Goal Three

Easy and inspiring multichannel shopping for our customers

strategic objective

Increase conversion and basket size

what we're doing

Be the leading multichannel brand in homewares for customer experience

  • Introduce our new web platform including Click & Collect in Q3 FY19
  • All range available in-store through customer hosts and mobile tablet selling equipment
  • Refits to develop inspiration and ease of shopping
  • Technology teams set up for agile development from Q1 FY19

Goal Four

Simple and low cost – good housekeepers

strategic objective

Improve operating leverage and efficiency

what we're doing

Developing our business to be agile and scalable. Instilling the good housekeepers mindset

  • Simplify to one brand, one platform (for Tech and Supply Chain efficiency)
  • Develop agile and scalable systems and processes
  • Improve internal controls around retail basics
  • Attack third party costs (sourcing, procurement, value engineering)
  • Re-engineer non-customer facing activities in store

Goal Five

A great place to work for colleagues

strategic objective

Improve customer conversion efficiency

what we're doing

Retaining our culture as we embrace a digital future

  • Restructured commercial teams to increase pace and customer ownership
  • Always-on colleague listening to enhancing our ability to engage with and make continual improvements for our colleagues
  • Restructured technology team to enhance technical product ownership and development agility and skillset
  • Appointed a designated non-executive Director to our Colleague Council to improve engagement with the Group Board

Our Purpose

Helping everyone create a home they love

Our Business Goals

Reaching more customers with our brand

Create new reasons for customers to shop with Dunelm

Easy and inspiring multichannel shopping for our customers

Simple and low cost - good housekeepers

A great place to work for our colleagues

Our Foundations

A customer first culture

Committed colleagues

The best store portfolio

Agile and scalable digital platform

A lean and efficient supply chain

Committed supplier partners

Our key business principles

Sell more

Be committed

Do things our own way

Keep it simple