DESIGN TO LAST
Our increasing focus on product circularity is changing the way we think about design and how we operate and resource our teams. We aim to ‘design out’ waste by using components that are longer-lasting and more recycled/reclaimed materials that can be reused and/or recycled at the end of life. Of our approximately 50,000 products, around 80% are designed either in-house at Dunelm or exclusively for us by external designers, allowing us to co-ordinate the development of more sustainable ranges effectively. We have 12 in-house designers, and we are looking to attract talented textile artists and crafting experts who can plan in product longevity at the product concept stage. We also have a team of over 20 specialist product technologists, who ensure products meet quality and performance standards as well as all relevant legal and safety requirements.
In September 2020, we launched our flagship range of sustainable products under ‘The Edited Life’ brand. Initially launched across six major categories (curtains, bedding, cook n’ dine, lighting, home accessories and furniture) we aim to expand this range into as many categories as possible to provide more affordable options for customers choosing a more sustainable lifestyle. Each product in the range has its own sustainability credential and is designed to last longer. Our urban tableware, for example, has been manufactured and tested to hospitality standards, and designed to withstand wear-and-tear. We use simple, pared back designs with neutral, nature-inspired colours that will not go out of fashion and can be easily mixed and matched.