What we do

Product Obsessed

Provide a leading range of quality, great value products for all customer groups.

  • Over 30,000 products in store with 30% annual range refresh and frequent promotional buys to retain interest
  • High levels of in-store availability to take home today
  • Over 300,000 items available online for Home Delivery

Great Service

Support customers throughout their shopping journey with friendly and knowledgeable colleagues in-store, ready to help.

  • Over 9,000 colleagues, over 100,000 training hours per year
  • High in-store Net Promoter Scores (NPS) highlight customer satisfaction and provide feedback on how to improve
  • Dedicated customer service centre in Radcliffe, Manchester available to support customers seven days a week

Multichannel Convenience

Give options to customers on how they want to shop. Online or in-store, Home Delivery or collect+.

  • Mobile and tablet friendly websites allow on-the-go browsing with clear pricing, product information and customer reviews
  • Multiple delivery options and free or low cost delivery charges
  • A conveniently located out-of-town superstore estate allowing customers to touch and feel products and seek expert advice

What makes Dunelm different

Our culture and Business Principles

Our business principles underpin our culture and encourage us to do the right things with the long term in mind

Our Brand Values

Loving every home

We love every home and all the life that takes place within them.

Product obsessed

We're obsessed with everything we sell, whether they're our own products or not. We don't waste time on things our customers can't take home.

Family values

We're friendly, helpful and straightforward, because we love homes just as much as our customers do.

Why pay more

We make the right trade-offs. We always try to strike the right balance between price and quality.

Everyone's welcome

We value every customer and every colleague. Everyone should feel at home in our home.

Energy to do more

We're never satisfied with what we've done in the past; we trust our instincts, build on our successes and look to the future.

Our vision and strategy

Our Vision

Our vision is to be The customer’s number one choice for homewares and furniture. Famous for style, value, quality and ease of shopping.

Our Goals

Our Business Plans

Long term value creation

For our customers

  • Ever increasing reasons to shop at Dunelm. With new ranges, new departments, new products and new services
  • Everyday low prices, two end of season clearance sale events per year
  • An easy shopping experience, how and wherever customers want to shop
  • Inspiration across channels to help make homes more comfy, cosy and stylish

For our people and communities

  • Stable and secure employment in a growing business with opportunities to develop and progress
  • A fair pay deal with pay rates above National Minimum/National Living Wage levels, plus additional benefits
  • A strong commitment to our relevant nominated charities, helping us give back
  • Focused on doing the right thing for the environment by reducing emissions and waste

For our shareholders

  • A clear strategy for continued growth, with targeted investment for long term
    value creation
  • Focus on cost control to maximise efficiency and return on capital employed
  • Strong free cash flow generation allowing invest/distribute decisions to be made
  • A progressive dividend policy with growth in dividend per share each year since flotation