Executive Responsibility:

Chief Customer and Digital Officer

Link to business goals:


Link to business principles:

Be committed

Link to principal risks:

Competition, markets and customers

Our purpose is to help everyone create a home they love. We welcome all customers, whatever their age, taste or budget, and offer them the widest range of products for their homes, whenever and however they want to shop.

2017/18 achievements

  • We opened ten new stores (one of which was a relocation) and completed six refits in our latest format
  • We offered our biggest ever Christmas range of homewares and gifting and we improved product availability for customers
  • We equipped our store colleagues with chip and pin enabled tablets, making our entire online portfolio accessible for ordering in-store for home delivery
  • Our online offer of Made to Measure curtains and blinds was expanded and lead times reduced
  • We opened a new mock shop and photo studio to improve the quality of our photography and instore merchandising

Our Policies

We will always look out for ways to make homes (and shopping for them) better for our customers. We offer:

  • Well designed, brilliant quality, own label products at the best possible prices
  • The widest possible range of products, offering choice, newness, seasonality and desirable brands
  • Easy access to our products, however customers choose to shop (in-store, home delivery, delivery to store)
  • Stores which are worth visiting – inspiring, conveniently located, safe and accessible
  • Websites that are inspiring and easy to navigate, with convenient delivery and collection options
  • Friendly and knowledgeable colleagues, in-store, in our contact centre and delivering our products
  • Products which meet our customers' expectations for safety and ethical and sustainable sourcing
  • Marketing which is always fair and truthful, and responsible use of our customers' personal data

Measuring our impact

  • Customer satisfaction: 0.7% improvement over the previous 12 months


  • House Beautiful – Gold Awards - Favourite Home Retailer of the Year and Favourite Online Retailer of the Year
  • Your Home Awards – Best Home Retailer, Best Soft Furnishing Retailer

What's next for 2018/19

  • We will continue to develop our store formats to make them more attractive and inspiring for our customers
  • We will consolidate all of our activities under the "Dunelm" brand, reach more people with our brand, and focus on delivering our brand "purpose"
  • We will continue to improve our product range, design and value
  • We will provide more convenient delivery options for customers who order from us online
  • Delivery of our new web platform will enable us to continually develop and improve customer experience