How we create long-term value
Putting customers at the heart of every decision, we combine our unique strengths, strategic focus and responsible business practices to drive sustainable growth.
Our customer proposition:
The Home of Homes
Our strengths
Universal appeal
Loyal customers
Outstanding product choice
Physical & digital reach
Great colleagues & platforms
Strong customer satisfaction
Our strategy
Winning Hearts & Homes
Being good & circular
Deliver on our good and circular approach to sustainability
Our risk management
The Board ensures that our strategic objectives are in line with our risk appetite.
Dunelm creates value for its diverse group of stakeholders, guided by its overarching purpose “to help create the joy of truly feeling at home, now and for generations to come”.
Our strengths
The Dunelm business model is built on a unique combination of assets that have supported our success for almost 50 years. These enduring strengths position us well to capture future opportunities and deliver sustainable growth.
Universal appeal
c.90%
awareness of Dunelm brand1
We continue to develop our product and brand proposition to stay relevant.
Loyal customers
c.60%
sales from c.20% of customers across key cohorts2
We find new ways to engage and delight our customers to drive loyalty and share of wallet.
Outstanding product choice
c.100k
SKUs across our product range
We harness our master brand and make our ranges more shoppable.
Universal appeal
c.90%
awareness of Dunelm brand1
We continue to develop our product and brand proposition to stay relevant.
Loyal customers
c.60%
sales from c.20% of customers across key cohorts2
We find new ways to engage and delight our customers to drive loyalty and share of wallet.
Outstanding product choice
c.100k
SKUs across our product range
We harness our master brand and make our ranges more shoppable.
Physical and digital reach
42%
of total sales are through our digital platforms3
We are building omnichannel excellence to make shopping easy.
Great colleagues & platforms
c.12,000
colleagues
We build people and systems capabilities to support growth.
Strong customer satisfaction
2.4ppts
increase in overall CSAT in FY264
We drive repeat purchases by continually looking to improve the customer experience.
Physical and digital reach
42%
of total sales are through our digital platforms3
We are building omnichannel excellence to make shopping easy.
Great colleagues & platforms
c.12,000
colleagues
We build people and systems capabilities to support growth.
Strong customer satisfaction
2.4ppts
increase in overall CSAT in FY264
We drive repeat purchases by continually looking to improve the customer experience.
Based on BrandVue Retail Tracker (Savanta), Dec 2025 data. Percentage of respondents who know Dunelm (do not select “Do not know them”).
Management estimates using Barclays UK data.
Includes home delivery, Click & Collect and tablet-based sales in store.
Of the UK customers who complete our survey, the percentage who rate their experience with us as 5/5, weighted based on transaction volumes by fulfilment channel (Stores, Home Delivery and Click & Collect). Reported as a year-on-year movement.