We want to be the customer’s number one choice for homewares and furniture - the home of homes. We welcome all customers, whatever their age, taste or budget, and offer them the widest range of products for their homes, whenever and however they want to shop.

Executive responsibility:

Customer Director

Link to business goals:

1 2

Link to business principles:

Sell more Be committed

Understanding Homemakers

We will always look out for ways to make homes (and shopping for them) better for our customers. We offer:

  • Well designed, brilliant quality, own label products at the best possible prices
  • The widest possible range of products, offering choice, newness, seasonality and desirable brands
  • Easy access to our products, however they choose to shop (in-store, home delivery, delivery to store)
  • Stores which are worth visiting – inspiring, conveniently located, safe and accessible
  • Websites that are inspiring and easy to navigate, with a choice of delivery and collection options
  • Friendly and knowledgeable colleagues, in-store, in our contact centre and delivering our products
  • We will meet our customers’ expectations for safety and ethical and sustainable sourcing
  • Our marketing will always be fair and truthful

2016/17 Achievements

  • We opened seven new stores and completed 11 major refits, all incorporating our refreshed formats
  • Customer friendly changes, such as queue-busting in-line tills, made to a larger number of stores
  • Store teams restructured to increase service-related activity and specialist training
  • Extended our product offer – more seasonal items and thousands more products via our Worldstores acquisition
  • Further improvements to our website, including frequently refreshed “get the look” features
  • Home delivery standard lead time reduced to 3-5 working days and more next day / nominated day services introduced
  • New customer feedback mechanism launched, enabling customers to quickly feed back freehand comments on our service


  • Which? Recommended Provider for Furnishings and Homewares High Street Shop, June 2016
  • Readers of House Beautiful Magazine awarded us Gold Home Retailer of the Year 2016 and Silver Online Retailer of the Year 2016
  • Café Chain of the Year – Café Life award 2017
  • Runner up – British Sandwich Association ‘Sammies’ award Café / Coffee Bar Sandwich Retailer of the Year 2016

What's Next for 2017/18

  • We aim to open ten new stores, relocate two new stores and complete ten store refits in our new formats
  • We will offer our biggest ever Christmas range, and continue to develop and improve our product offer
  • Launch of our Dunelm Extra website – offering a wider range of products online, the majority available for next day delivery
  • Equip our store colleagues with chip and pin enabled tablets, making our entire online portfolio accessible for ordering in-store for home delivery
  • Launch Click & Collect – customers can order products for collection in their local store as well as home delivery
  • Roll out of Kiddicare in store fixtures, offering a complementary product range to existing and new customers
  • Our online offer of Made to Measure curtains and blinds will be expanded and lead times reduced substantially