Dunelm | Our stakeholders

By understanding what our key stakeholders care about, and considering their perspectives, we believe that we can build more meaningful relationships and take fully informed decisions that create value for the long term.

The Board considers the following stakeholders to be key – we have direct contact and two-way interaction with them across the Dunelm Group.

Customers

Our business revolves around our customers. We remain customer-focused in everything we do, striving to improve our proposition. We seek to achieve this by delivering great products, services and experiences. Engagement improves our customer insight which, in turn, influences our strategic pillars and capital allocation. Ongoing investment in customer data and analysis allows us to respond more quickly and accurately to develop relevant product ranges and services, helps drive brand awareness and grow our customer base.

Store communities

By understanding local community needs and concerns we build awareness and trust, help evolve our customer offer, strengthen our local reputation and provide another reason for people to shop with us. We have also learned how much our customers and colleagues benefit from being involved in meaningful local initiatives and by having direct means of communication with their local store.

Colleagues

Committed and ambitious colleagues are at the heart of our business. We engage with them to understand how best to recruit, retain, motivate and reward them, including helping with their mental and financial wellbeing. We also use this information to make better decisions for our customers and communities and to support our strategic growth.

Suppliers

We work closely with our suppliers and manufacturers worldwide to develop relationships and business growth opportunities through regular engagement. This also ensures that we are aligned on the importance of upholding our high quality, ethical and environmental standards.

Shareholders

Meaningful engagement is key to building trust and driving long-term success. It enables us to better understand our investors’ priorities and concerns. We help our shareholders and their representatives to have a good understanding of our business model, strategy, investment opportunities and culture, and we aim to be transparent and comply with shareholder governance requirements.

Other stakeholders

We work with a number of other stakeholders whose relationships are important to the day-to-day running of our business. These stakeholders tend to impact our business more than we impact theirs and, in some cases, engagement may be one-way. We monitor and evaluate these relationships regularly and the Board is informed as required. In all cases, our approach is to seek to build long-term trusted relationships based on fairness and respect, consistent with our Code of Business Conduct and our values.