We are committed to delivering value and joy to our customers – wherever and however they shop with us. This includes keeping our customers safe, engaging with them responsibly and, increasingly, offering them a wider choice of lower impact products and services.

Dunelm Stakeholder Value Icons Customers Customers

Customer 1st

We aim to deliver our purpose ‘to help create the joy of truly feeling at home, now and for generations to come’ by being Customer 1st and striving to improve our offer for our savvy home-lover customers.

Our customer proposition demonstrates our ongoing commitment to putting customers at the heart of our business.

Dunelm Stakeholder Value Icons Customers Customers

More sustainable choices

We raise awareness of our sustainability commitments with our customers in store and online and are expanding our ‘good & circular’ choices. In August 2022, we launched our Conscious Choice range and we have now extended this to 15% of own brand products by SKU.

Conscious Choice is Dunelm’s “more sustainable” range that helps our customers to make more conscious purchasing decisions. For a product to qualify as Conscious Choice they must contain at least 50% more sustainable materials (by weight). We define “more sustainable materials” as those that have a proven, reduced environmental impact compared to their conventional alternatives (considering the raw material stage of a product life cycle) using creditable Life Cycle Analysis (LCAs).

To shop our Conscious Choice range please visit

Dunelm Stakeholder Value Icons Customers Customers

Customer take-back services

We offer our customers take-back services across a range of product categories. We currently have solutions for around 61% of our product categories by sales value (excluding trials) and are looking to extend our take-back service to other product areas.

Take-back scheme basis of reporting

Dunelm Stakeholder Value Icons Customers Customers

Textile take-back service

Our textile take-back service continues to be very popular with our customers. Following an initial trial in 18 stores in October 2021, we have rolled out the service to 172 stores and are now collecting an average of c.70 tonnes of textiles a month. Of the total textiles donated by our customers, around 70% is reused, and 30% is recycled.

Textiles that are ready to be recycled are combined with other post-consumer sources and repurposed into new items as part of our Conscious Choice Remade collection. These products are made from at least 40% pre-loved materials.