Plan on a Page

Our plan is to become our customers’ 1st Choice for Home, in line with our purpose, ambitions and shared values, delivering long-term sustainable growth and value for all of our stakeholders.

We use our ‘plan on a page’ internally and externally to communicate our long-term ambitions and the foundations of our business.

Our plan is to become our customers’ 1st Choice for Home.

Our purpose guides all business activities and decisions and helps us understand why people want to shop with us, work for us, supply us and stay invested in us.

We have three long-term ambitions, linked to specific key performance indicators to ensure that we stay focused and measure our progress.

Our shared values have evolved from our fundamental business principles developed more than a decade ago and reflect our attitudes and behaviours throughout Dunelm, and how these impact our ethics and culture.

To become our customers’ 1st Choice for Home we are focused on strengthening four elements of our customer proposition for savvy home lovers.

We also prioritise building capabilities and digitising in six focus areas.