The resources we use

Our People

Our people are passionate about Dunelm and committed to helping our customers create a home they love. Our deep product knowledge and friendly service helps create and enhance our leading customer proposition.

Our Relationships

We have grown up with many of our committed suppliers, and we also build open and trusted partnerships with new suppliers and in the communities where we operate. The strength of our relationships and the way we work together allows us to continually improve Dunelm for our customers.

Our Brand Reputation

The Dunelm brand is known and trusted by millions of UK consumers, for choice, value, quality and style. We’re working hard to build awareness of Dunelm so that those customers who don’t yet know us or shop with us, can access our leading product ranges and friendly service.

Capital and Infrastructure

We’re a prudently financed business and over the years, we have invested in appropriate systems and capabilities that provide a solid platform for growth. Our store network is not oversized and the highly cash generative nature of our business allows us to reinvest for growth, whilst maintaining shareholder distributions.

What we do


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

  • 30,000 products in store with around 30% of the range being refreshed annually and frequent promotional buys to create newness
  • High levels of in-store availability to take home today
  • 55,000 items available online for home delivery


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

  • Over 9,000 colleagues, including over 1,200 customer hosts
  • 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

Gives options to customers on how they want to shop, online or in store.

  • Mobile and tablet friendly website allows on-the-go browsing with clear pricing, product information and customer reviews
  • A conveniently located superstore estate allowing customers to touch and feel products and seek expert advice
  • Multiple home delivery options and free or low cost delivery charges
  • Inspiration and helpful product information and buying guides online

Creating long-term sustainable value

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 everyone create a home they love


Key FY19 achievement:

Increased customer satisfaction scores in all channels

For our communities

  • Company supported charity (Macmillan); funds raised through donations in store, colleague fundraising activity and Company matching of funds raised
  • All income from sale of single-use carrier bags donated to charity
  • One day of paid leave per annum for every colleague for charitable activities
  • UK corporation tax paid on all the Company’s profits


Key FY19 achievement:

raised for charity by colleagues and the Group

For our people

  • Stable employment in a growing business with opportunities to develop and progress, regardless of disability, race, religion or belief, gender, sexual orientation, gender reassignment, marital status or age
  • A fair pay deal with pay rates above National Minimum/National Living Wage levels, plus additional benefits
  • Commitment to provide a safe workplace and promote mental health and well-being


Key FY19 achievement:

Colleague engagement up by

For our suppliers and human rights

  • We deal with our suppliers in an open, fair, consistent and honest way, and pay on time
  • External verification of ethical and human rights standards of Tier 1 supply base for own brand products
  • Modern slavery policy and risk-based auditing in place for all suppliers


Key FY19 achievement:

Valid audit in place for
of factory base for own brand products

For the environment and climate change

  • Aim to maximise reuse and recycling in our operations, target zero waste to landfill
  • Plan in place to minimise use of single-use and non-recyclable plastics
  • Commitment to reduce like-for-like energy usage and carbon emissions every year
  • Continually improving sourcing policies for materials such as cotton, timber and palm oil to reduce social and environmental impacts


Key FY19 achievement:

reduction in CO2e relative to turnover

For our shareholders

  • Customer 1st strategy for continued growth and 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


Key FY19 achievement:

10-year TSR growth
(source: Datastream)

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 our 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