“Dunelm’s ‘Home of Homes’ proposition with the addition of new ranges has strengthened its image as a one-stop shop for home furniture and furnishings. Multi-mission shopping experiences, which provide multiple retail options within one store or area, appeal to convenience-driven consumers looking to kill two (or more) birds with one stone, and they also speak to the opportunity for retailers to offer a more exciting in-store experience (see Mintel Trend Extend My Brand).

Dunelm’s focus on store opening in central areas, having opened its first store in a shopping centre location in Atria Watford with further stores planned within the inner boroughs of London, could allow it to tap into the highly engaged homeware shoppers residing in urban areas, who currently are the least likely to buy homewares from specialist retailers (see Homewares Retailing - UK, 2023).”