We want to be known as the brand that puts community at the heart of its business to help people feel more at home, recognizing the value of making meaningful connections to support thriving, purpose-driven communities in and around each of our store and sites.
We run a growing number of campaigns encouraging our customers to support their local communities and we are improving how we link up our resources and customer goodwill to increase our community impact.
We ran our third Delivering Joy campaign over the festive period in December 2022, achieving a threefold uplift in the number of donated gifts – from c.18, 000 in 2021 to c.62,000 in 2022. This UK-wide campaign helps people who may otherwise go without gifts or decorations over the festive period. We are already planning our fourth winter Delivering Joy campaign and investigating the use of digital donations to increase appeal and widen access.
We rotate our Group charity partner approximately every two years and our charity partners are shortlisted and voted on by colleagues. We have supported Mind partnership (comprising Mind in England and Wales, the Scottish Association for Mental Health (SAMH) in Scotland and Inspire in Northern Ireland) since 2021. In FY23, we raised over £700k for Mind and, since our partnership started, over £1 million.
Dunelm have collaborated with Airtasker – a local service marketplace that provides a service for customers in need of specialists, from constructing flat pack furniture to installing curtains and blinds.
Following a successful trial, we have promoted the service across all 180 Dunelm stores and online taking unnecessary stress away from our customers while also enabling people in our local store communities to become taskers and earn a little extra income.