Dunelm is set to open its inaugural store in central London at Westfield, White City this winter, marking a significant expansion.
- This new 4,500 sq ft store aims to capitalise on high footfall and bring Dunelm’s homeware closer to Londoners.
- CEO Nick Wilkinson shares the brand’s ambitions for further expansion within the capital and beyond.
- Unibail-Rodamco-Westfield UK highlights its commitment to offering premier shopping experiences with Dunelm’s inclusion.
- Dunelm’s recent rise in sales and profits underscores its strategic growth, despite prevailing market challenges.
Dunelm is poised to enter the central London market by opening its first store at the Westfield London shopping centre in White City this winter. The new 4,500 sq ft store location aims to attract the high footfall typical of the shopping centre, while also extending the availability of Dunelm’s renowned homeware and furniture products to a central urban audience.
Nick Wilkinson, CEO of Dunelm, expressed enthusiasm about the endeavour, stating that it presents a crucial opportunity for the brand to strengthen its presence in the capital. He noted, “This is our first step into central London, where we have ambitions to further expand our presence.” The strategic initiative aligns with the company’s broader plans to unveil new stores across the UK, showcasing their diverse product ranges in various formats and sizes.
Kate Orwin, leasing director at Unibail-Rodamco-Westfield UK, remarked on the addition of Dunelm to Westfield London, affirming the development as part of their commitment to creating exceptional customer experiences. Orwin stated, “The new store will enhance our home and interior offerings, providing our customers with even more options to elevate their home décor.”
Earlier in the year, Dunelm announced plans to establish its initial stores within London’s inner boroughs, motivated by the region’s impressive sales growth last year. The company reported an increase in sales by 4.1% to over £1.7bn and a 6.6% rise in pre-tax profits, reaching £205.4m, despite a softer market landscape. This financial performance highlights Dunelm’s resilience and strategic acumen in navigating challenging retail conditions.
Dunelm’s strategic entry into central London at Westfield represents a pivotal development in its expansion strategy, promising enhanced accessibility and customer engagement.
