Homeware seller Dunelm has smashed it out of the park yet again. Impressively and despite Omicron the company enjoyed a Christmas sales boom and posted a record quarterly showing.
The pandemic has arguably been favourable to the business in some respects; we’re spending more time indoors and are therefore more likely to want to upgrade our furniture, bedding or curtains.
“A key plank of the transformation of Dunelm under chief executive Nick Wilkinson has been an improvement and expansion in online sales. That has really helped during periods when footfall in its stores has either been reduced or wiped out entirely thanks to restrictions or people’s reluctance to go out,” said AJ Bell’s Russ Mould.
“The fact that Dunelm was able to boost profitability in the period despite cost pressures is testament to the quality of its product range and how it is resonating with consumers. It has also ensured good product availability by maintaining a high level of inventory.
“A key basic element of retailing is getting the right products in front of customers at the right time and Dunelm is ticking this box for now.
“And despite specialising in soft furnishings, Dunelm is not allowing itself to get too comfortable, continuing to invest in its digital capabilities.”