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Dunelm Mill - Verdict Company Briefing

Dunelm Mill - Verdict Company Briefing - new company profile report published

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2014-03-05 01:43:02 - Dunelm Mill - Verdict Company Briefing - a new company profile report on

Dunelm Mill has taken the lead in the homewares market in terms of share and is rapidly broadening its appeal with middle-market ranges like its Dorma textiles. Its broad price architecture with strong value for money is likely to attract increasing numbers of middle-income customers in future as long as the retailer makes sure that quality and sourcing standards are maintained.

Report Scope

- Examine Dunelm Mill´s trading record since 2003, and we estimate and forecast for 2013
- Includes space and sales density estimates/forecasts for 2008-2013
- Also includes Dunelm Mill´s market share of the UK homewares market from 2008-2013e

Key Highlights

Dunelm Mill has reaffirmed its eventual target of 200 stores and it is now three fifths of the way there. At current rates



of expansion, it will take about another six years to reach this level, but reaching this target would give the retailer a very strong lead over its rivals.

By autumn 2013 it plans to move into a new fulfilment centre that will allow it to offer home delivery for 17,000 products against 10,000 at present, with shorter delivery times and express next-day delivery being available for all lines.

The retailer has until now suffered from consumers´ lack of awareness of its brand. However, with initiatives like its catalogue, as well as national press advertising, digital media, and a growing programme of public relations, we believe that this will gradually be rectified.

Reasons to Buy

- Understand how Dunelm Mill has managed to become the leading homewares retailer in the UK by market share
- How fast do we think it will be able to grow in the coming years?
- What is the demographic profile of Wilkinson shoppers?

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Mike King
Phone: London: +44 (0) 203 086 8600

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