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dunelmCoDunelm says expanding its furniture category is at the heart of ambitious plans to grow sales across the home furnishings chain.


CEO Will Adderley said the out-of-town retailer wants to add close to £400m to its top line in the medium term, with range expansion and online to support plans to grow its store estate by around 60 to 200.


He said: ”We have set ourselves a new, medium-term goal of growing sales by 50 per cent, with half of this coming from stores — improving sales densities in existing stores and rolling out new ones — and the balance coming from growth in the home delivery channel, including increased penetration in furniture.”


His comments came as Dunelm posted stellar interim results; with sales rising 14 per cent to £406.4m in the 26 weeks to 27th December, and pre-tax profits by 11 per cent to £68.2m. Dunelm said expanding its web-only furniture offer had been instrumental in driving home delivery sales during the half.


Of home delivery and online sales he said:”Dunelm has a significant growth opportunity here, through a combination of improved product offer, more focused trading of our website, and a more customer-friendly set of delivery options.


“We also believe that furniture items, because of their physical size, lend themselves particularly to home delivery and we anticipate that furniture can be a significant contributor to our home delivery growth over the coming years.”



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