Dunelm
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