'Beautifully made' Dunelm looks to first-half sales for revival
By Philip Quinet
April 23, 2023 | 10:04 BST
The homeware retailer is turning to its core product range for a bounce back after a tough Christmas period.
Dunelm has been working to refresh its product assortment and improve the in-store shopping experience.
The group has been focusing on its core product range, which it describes as "beautifully made" and "affordable".
"We've got a fantastic product offer, we've got a fantastic store offer, and I think we've got a really strong message to get out to the market," says Jonathan Stearn, Dunelm's chief executive.
Stearns sees the first half of the year as a key period for the business, with a focus on driving sales and improving profitability.
Dunelm has been investing in its digital capabilities, with the aim of improving the customer shopping experience online and in-store.
The group has been working to improve its in-store experience, with a focus on making the shopping process easier and more enjoyable for customers.
"We're really focused on making sure that we're delivering a great experience for our customers, both online and in-store," says Stearns.
AUTHOR'S RESUME:
Dunelm looks to its core product range for a revival, focusing on "beautifully made" and "affordable" offerings as it aims to drive sales and improve profitability in the first half of the year.