The detail of what we will deliver

To achieve these goals, we will make big changes for customers and colleagues.

These are things we have been working on in our Business Plans.

Our Purpose

Helping everyone create a home they love

Our Business Goals

  • Goal One

    Reaching more customers with our brand

  • Goal Two

    Create new reasons for customers to shop with Dunelm

  • Goal Three

    Easy and inspiring multichannel shopping for our customers

  • Goal Four

    Simple and low cost – good housekeepers

  • Goal Five

    A great place to work for colleagues

Our Foundations

A customer first culture

Committed colleagues

The best store portfolio

Agile and scalable digital platform

A lean and efficient supply chain

Committed supplier partners

Our Key Business Principles

Sell more

Be committed

Do things our own way

Keep it simple