Create new reasons for customers to shop with Dunelm

Strategic Objective

Increase customer visit frequency

What We're Doing

Improving our product proposition by offering the best choice, quality, value and style

  • Cultivate win/play/show category ranging strategies including seasonal
  • Buy more promotional product to complement core ranges and increase newness and value
  • Use drop-ship capabilities to develop online range, especially in soft furnishings
  • Build differentiated offer in selected furniture categories (e.g. Fogarty mattresses)