Shareprice

We have a unique culture stemming from our entrepreneurial beginnings and a set of business principles we live by.

Sell more

Selling more brilliant product. Delivering great service. It’s what we do best. We wouldn’t be a shop if we didn’t sell. And we wouldn’t be as successful as we are if we didn’t do it well.

Merchandise

OUR STORES SHOULD BE brimming with products AND LOOK NEAT AND TIDY. WE ALWAYS HAVE VISITORS SO OUR STORES SHOULD ALWAYS look their best. GOOD MERCHANDISING IS THE BREAD AND BUTTER OF OUR BUSINESS.

Supplier relationships

We go way back with our suppliers. MANY HAVE BEEN WITH US FOR OVER TWO GENERATIONS, HELPING US TO MAKE SURE OUR CUSTOMERS GET THE best of the best of the best.

Keep listening and looking

HERE AT DUNELM WE’VE GOT our finger on the pulse. IT MEANS WE NEVER MISS A TRICK WHEN IT COMES TO COLLEAGUES, CUSTOMERS, COMPETITION, SUPPLIERS AND TRENDS. 

Key Achievements

38

Years of consistent sales growth since we began trading in 1979

2020

Club launched for our committed suppliers – many of whom we’ve grow up with

300,000+

Products now available offering customers a wide choice of style, great value, and high quality

Be committed

We ask one thing of our colleagues - be committed. After that you’re free to take ownership. We trust you’ll do a cracking job.

Customer focus

WE LOVE OUR CUSTOMERS, SO WE’LL DO ANYTHING WE CAN TO HELP THEM HAVE the best experience possible, SO THAT THEY’LL LOVE US BACK JUST AS MUCH.

Motivate our teams

APPRECIATE EACH AND EVERY MEMBER OF OUR big Dunelm family. AND REMEMBER, YOU’RE NEVER TOO SENIOR TO GET STUCK IN AND NEVER TOO JUNIOR TO HAVE A BUSINESS-CHANGING IDEA.

Develop our people

Our secret recipe for success? ONE PART NEW TALENT, ONE PART DEVELOPING OUR EXISTING PEOPLE AND A DASH OF TRAINING (MIX WELL).

Key Achievements

310,000

Items of feedback received and analysed through our How do we measure up survey last year

400,000+

Hours of additional customer service colleague time invested last year

73%

Of store management roles filled by internal promotions

Keep it simple

We don’t make life difficult for ourselves. When we can keep it simple we will. Then we can spend the time focusing on what’s important.

Waste

If efficiency is up then we keep costs down. IN OTHER WORDS, IF YOU’RE BOILING A FULL KETTLE, MAKE SURE YOU MAKE A CUPPA FOR EVERYONE. AND TURN THAT LIGHT OUT WHEN YOU LEAVE THE ROOM!

Enviroment

We think the planet is pretty fantastic, SO WE TRY TO KEEP AN EYE ON OUR environmental footprint AND MAKE SURE IT STAYS AS SMALL AS POSSIBLE.

Keep our cost structure lean

WE WOULDN’T BE ABLE TO SELL OUR PRODUCTS AT SUCH LOW PRICES IF WE DIDN’T KEEP OUR COSTS DOWN. BUT STAY SAVVY. CHEAPEST ISN’T ALWAYS BEST. It’s value we’re after.

Key Achievements

33%

Reduction in paper and printing through investment in technology

125

Store now fully fitted with LED lighting helping to reduce CO2 emissions by 5.3% last year

92%

Of all waste is diverted from landfill sites

Do things our own way

Always ask why. Why? Great question. If we don’t ask why we’re doing things one way, we’ll never find better ways of doing them.

Be the underdog

THINKING LIKE AN UNDERDOG, always wanting to win and improve, IS WHAT HELPED US GET TO WHERE WE ARE TODAY. SO WHY STOP NOW?

SOME BUSINESSES lose their appetite WHEN THEY BECOME SUCCESSFUL. NOT US. WE NEVER FORGET THE ATTITUDE THAT GOT US HERE, AND WE’RE always looking for the next big, juicy win.

Long term decisions

WE’RE IN IT FOR the long haul AND ALWAYS HAVE BEEN. THAT’S WHY WE MAKE ALL OF OUR DECISIONS SO THAT we’ll always be happy in the end.

SHORT TERM GAINS SEEM GREAT, BUT EVERY DECISION IMPACTS OUR FUTURE, AND WE RECKON it’s better to play the long game. IT’S SERVED US PRETTY WELL SO FAR.

Key Achievements

£12m

Investment in doubling our warehouse capacity in Stoke supporting long term growth