Dunelm reports a 3.5% sales increase in challenging conditions.
- First-quarter sales reached £403 million, driven by solid volume.
- Digital sales climbed to 37% of total sales due to improved online offerings.
- The brand gained market share while advancing strategic priorities.
- Dunelm plans to enhance its physical presence with new store openings.
Dunelm has achieved a noteworthy 3.5% rise in sales during its initial quarter, faced with what has been described as ‘volatile trading conditions’. The sales figures, amounting to £403 million, were bolstered by strong volume and a comparative solid previous year.
Digital sales have shown an upward trajectory, now constituting 37% of the total sales, a growth attributed to enhancements in the company’s online offerings. This emphasis on digital strategy underscores Dunelm’s ability to adapt to changing consumer behaviours and technological advancements.
Moreover, Dunelm continues to strengthen its foothold in the market, claiming an increase in market share over the quarter. Progress against strategic priorities has been reported, with the first inner London store anticipated to open in Westfield London within the first half of the year. This expansion is complemented by the live implementation of AI-driven online search capabilities, marking a significant step forward in their digital strategy.
Looking ahead, Dunelm is committed to enlarging its physical footprint, with plans to inaugurate five to ten new superstores annually over the medium term, enhancing its accessibility and service reach.
Nick Wilkinson, CEO of Dunelm, remarked, ‘We have delivered robust sales growth over the first quarter, offering a wide range of products for the home, at outstanding value, and this continues to resonate with new and existing customers.’ The brand’s commitment to relevance has been particularly demonstrated by the success of its major student campaign, which garnered positive customer feedback.
Dunelm’s ability to adapt and thrive under challenging conditions reflects its strategic agility and market resilience.
