Dunelm Group: Difference between revisions
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Pricing of the products are focused on offering customers 'Simply Value For Money' products whether it is '''Dunelm Mill''' own label or one of many homeware brands that it stocks such as Dorma, [[Brabantia]], [[Fogarty]] and [[Morphy Richards]]. |
Pricing of the products are focused on offering customers 'Simply Value For Money' products whether it is '''Dunelm Mill''' own label or one of many homeware brands that it stocks such as Dorma, [[Brabantia]], [[Fogarty]] and [[Morphy Richards]]. |
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==Controversy== |
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In October 2010, departing Chief Executive Officer Will Adderley was a signatory to a controversial letter to The Daily Telegraph<ref>[http://www.telegraph.co.uk/comment/letters/8069609/Osbornes-cuts-will-strengthen-Britains-economy-by-allowing-the-private-sector-to-generate-more-jobs.html Osborne’s cuts will strengthen Britain’s economy by allowing the private sector to generate more jobs, ''The Daily Telegraph'', 18 Oct 2010]</ref> which claimed that "The private sector should be more than capable of generating additional jobs to replace those lost in the public sector, and the redeployment of people to more productive activities will improve economic performance, so generating more employment opportunities." This prompted calls for a boycott of Dunelm Mill, as well as the companies represented by the other signatories to the letter.<ref>[http://liberalconspiracy.org/2010/10/24/why-im-boycotting-the-35-businesses-who-support-the-cuts/ Why I’m boycotting the 35 businesses who support the cuts, Kate Belgrave, ''Liberal Conspiracy'', October 24, 2010]</ref> |
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==References== |
==References== |
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Revision as of 18:17, 30 December 2010
| File:Dunelm mill logo.png | |
| Company type | Public (LSE: DNLM) |
|---|---|
| Industry | Soft furnishing retailing & manufacturing (Homewares) |
| Founded | Leicester, Leicestershire, England 1979 by Bill Adderley & Jean Adderley |
| Headquarters | Syston, Leicestershire, UK |
Number of locations | 107 (October 2010) |
Key people | Will Adderley, Chief Executive Officer becoming Executive Deputy Chairman in March 2011. Nick Wharton, Chief Executive Officer March 2011 |
| Products | Homewares - Dining, Cookshop, Crafts, Utility, Pictures & Mirrors, Lighting, Storage, Flowers & Decor, Rugs & Doormats, Duvets & Pillows, Bathroom, Fabrics & Custom Made (Curtains, Blinds & Accessories]], Bedlinen, Furniture, Seasonal, Pets, Cushions, Throws & Beanbags, Curtain Tracks & Poles, Dorma, Pausa Coffee Shop |
| Revenue | £492.8 million (June 2010)[1] |
| £76.8 million (June 2010)[1] | |
| £54.4 million (June 2010)[1] | |
Number of employees | 6,534 (August 2010) |
| Website | www.dunelm-mill.com |
Dunelm Mill, also known as 'Dunelm Soft Furnishings Ltd', (LSE: DNLM) (sometimes informally Dunelm) is a major British-based home furnishings retailer with over 100 stores and over 40 implant Pausa coffee shops throughout the United Kingdom. One of the largest homewares retailers in United Kingdom Dunelm Mill's headquarters are based on the Fosse Way in Syston in Leicestershire. It also has its own UK Manufacturing Centre for curtains, blinds and accessories also based in Leicester.
It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.
History
Dunelm Mill was founded in 1979 by Bill and Jean Adderley, initially trading in home textiles from a market stall in Leicester.[2] The first Dunelm Mill store opened in Churchgate Leicester in 1984[2] with the first superstore opening in Rotherham in 1991.[2]
In 1996 Will Adderley took over full responsibility for the day to day running of the company from his father, Bill Adderley. The expansion of Dunelm Mill continued with a new Head Office and Warehouse being established in 1991 in Syston, Leicestershire.[2]
In 2001 the Company ventured into manufacturing, acquiring Bellbird producing custom-made curtains, blinds and accessories, with the facility now being known as Dunelm Mill's Manufacturing Centre. On reaching their 50th store (Walsall) Dunelm Mill opened a new warehouse in Burton.[2]
Key appointments were made in 2003 with David Stead being bought in as Finance Director; this also coinciding with Dunelm Mill's 60th store (Ilkeston) and the roll out of EPOS.[2]
2004 saw the company appointing Geoff Cooper as Non-Executive Chairman and Marion Sears as a Non-Executive Director. It also saw the opening of their 70th store (Trafford). Two years later Dunelm Mill was seen to be continuing its expansion and opened not only its 80th store (Bradford), a new distribution centre in Stoke but also launched their online shopping facility [1], offering 13,000 homewares products and floated on the London Stock Exchange with it now being a constituent of the FTSE 250 Index. [3]
2007 saw the appointment of Simon Emney as Non-Executive Director followed in 2008 with their 90th store (Plymouth) and the acquisition of the worldwide rights to the 'Dorma' brand, famous for bed linen, for £5m in July.[4] In 2009 Dunelm Mill appointed Nick Wharton as Non-Executive Director and re-launched their online shopping website www.dunelm-mill.com.[5] September 2009 saw the announcement that Nick Wharton would be taking over from Will Adderley as Chief Executive in March 2011 with Will Adderley still remaining heavily involved with the company as Executive Deputy Chairman.
Marketing
Dunelm Mill is known for its principle and slogan of 'Simply Value For Money', often incorporating this slogan into its advertising, online presence and in-store merchandising, with the slogan first being used in 1993.
The company still remains true to its market stall roots and continues to operate a 'Market Stall' area in all of its stores from which they retail 'when they're gone they're gone' products under their ongoing 'Miss It Miss Out' marketing campaign.
Dunelm Mill remains true to its traditional retailing values of only holding two sales a year.
Operations
As of October 2010 Dunelm Mill operated over 106 stores, spread across the UK and a webstore www.dunelm-mill.com. The majority of the retail network is superstore based operating from an average net sales area of 29,000 sq ft; there still remain a few high street stores that Dunelm Mill established from its earlier trading years.
As well as running the out of town stores Dunelm Mill also operates over 40 Pausa branded coffee shops within their current retail network and over 20 dedicated Dorma branded implants.
Product ranges
The main focus for Dunelm Mill is home textiles - bedding, curtains & blinds, cushions, fabrics, quilts, rugs, kitchenware, utility, dining, lighting, storage solutions, gifts and other seasonal products. Dunelm also offers customers a made-to-measure curtain service for curtains, blinds and accessories which runs from Dunelm's central manufacturing centre in Leicester.
An average Dunelm store can stock over 20,000 homeware items and offer a choice of over 600 fabrics. Having such a broad range of homeware products Dunelm Mill aims to offer its customers a one-stop-shop for anything they need in the home.
Pricing of the products are focused on offering customers 'Simply Value For Money' products whether it is Dunelm Mill own label or one of many homeware brands that it stocks such as Dorma, Brabantia, Fogarty and Morphy Richards.