Key Ret - Dunelm Mill:Layout 5

Key Retailer Report
September 2010
Dunelm Mill is a UK homewares and soft furnishings retailer, with 106 stores
across the UK.
Corporate website: www.dunelm-mill.com/info/dunelm_corp_aboutus
Consumer website: www.dunelm-mill.com
1.
Contact Information (buying office)
Dunelm Mill Limited
Fosse Way, Syston
Leicester LE7 1NF
United Kingdom
Mr. William Adderley; Chief Executive Officer
Tel: +44 0116 2644400
Email: enquiries@dunelm-mill.co.uk
Ms. Lisa Allen; Senior Administrator of Buying
Tel: +44 0116 2644400
Email: lisa.allen@dunelm-mill.co.uk
Ms. Vicky Burn; Buyer, Cookware and Cookshop
Tel: +44 0116 2644400
Email: vicky.burn@dunelm-mill.co.uk
Ms. Faye Atkins; Buyer, Storage
Tel: +44 0116 2644400
Email: faye.atkins@dunelm-mill.co.uk
2. Background Information
Year Established: 1979
Number of Stores: 106
Total Annual Sales: £428.3m for year 2008/09 - showed an increase
of 8% over previous year, but drop of .5% on like for like sales.
Store Locations: Cover the whole of the UK.
Type of Store: The majority of stores are big box out-of-town homewares retailers, but they do also have about 10 smaller high street
stores.
Average Store Size: Selling area ca. 2,600 m² (28,000 sq ft)
Housewares Percentage of
- Total Sales: 40%
- Total Square Meters: 50%
Position within the Market: In top 10 of UK homeware retailers
Target Consumer: Average to below average income consumer
(Continued on back)
3. Stores and Products
Store Layout/Look/Feel: Stores are well categorized with lots of stock, but still
look jumbled.
Home/Housewares Product Categories: Cookware, Bakeware, Tabletop, Storage, Basketware, Small Electrics, Lighting, Bedding, Home Textiles.
Pricing Strategy: Their slogan is 'Simply value for money' and prices are very
competitive.
Quality/Design/Branding Strategy: Quality is mid-range/lower, but colors and
designs are good, and they do stock some good brands, which takes the range
up-market.
Company Brands Sold: Brabantia, Prestige, Russell Hobbs, Morphy Richards,
Dorma
Private Label Brands Sold: The Dorma brand is owned by Dunelm Mill, but lots
of ranges in store are not branded, or say 'exclusive to Dunelm'
Key Marketing Tools & Promotions: Advertise in local papers when they are
having promotional events.
4. Suppliers and Sourcing
Sourcing Strategies
- Global
- Direct from factories (the buyers travel to the Far East, and will either buy
direct or through one of their UK suppliers)
- Direct from vendors/product suppliers
- Through distributors
Supplier Expectations Regarding
- Products: They look to stock ranges and products that can give a room an instant facelift. All products must be
keenly priced and fashionable.
- Pricing: As their philosophy is 'simple value for money', they insist on best pricing
- Promotions: Regular in store promotions
5. Success Factors and Expansion Plans & Expectations
In a relatively short time, Dunelm Mill has become the number one location for young home owners and students to go
when setting up their first flat/home. Their stores are spread across the country, and the stock is very well priced and
uses up-to-date colors and materials.
They are also known as good and fair employers, and staff tend to get promoted from within, making them very loyal.
Dunelm Mill was voted the nation's fourth favorite retailer in the 2009 Verdict Survey.
Expansion Plans: They have plans to continue to expand within the UK.
Market Expectations for Next Three Years: While the UK shoppers are worried about the future, they will continue to
hold on to their money and shop at retailers like Dunelm, and therefore they are sure to continue to increase sales.
The Dunelm Mill profile created by:
IHA UK Office
Pam Plant
Tel: + 44 777 4132199
Email: pamplant@btinternet.com