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Dunelm's focus on core brand delivers results

Dunelm has reported an increase its like-for-like revenue of 9 per cent in its second quarter as it applied focus on its core Dunelm brand. For the 13 weeks to 29 December, in-store like-for-like sales rose by 5.7 per cent with online sales up by 37.9 per cent.

Total multi-channel revenues, includes online, reserve and collect, and tablet-based selling in-store, accounted for 16.5 per cent of revenue, up by 4.1 per cent for the same period last year. The retailer has said that it expects its first half pre-tax profit to be in the region of £70 million.

Having closed both the Worldstores and Kiddicare websites, Dumelm is focusing on reaching new customers through a Home of Homes integrated multi-media marketing campaign.

Nick Wilkinson, CEO, Dunelm said: “We are pleased with our overall performance in the first half, and are helping more customers than ever to create a home they love. By focusing back on our core business, under one Dunelm brand, we are improving our trading and financial performance.

“Our multi-channel proposition is improving all the time, and we are looking forward to introducing our new web platform in the summer, using more flexible technology which will allow us to better serve our customers in a changing retail landscape.”

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