New London store the first of many, says Dunelm

Dunelm has confirmed a brand-new store to be opened in Westfield London, Europe’s largest shopping and leisure destination.

The 4500 sqft store will bring Dunelm’s specialist homewares proposition to Central London for the first time, and promises to showcase “style, personality and co-ordination available across the full breadth of Dunelm’s home and furniture categories through new visual merchandising”.

Westfield is one of several new Dunelm locations expected to open over the coming months, across a range of store sizes and formats. This follows the opening of six new stores in the retailer’s last FY.

Work to develop the Westfield store will be under way soon, with opening expected this winter, and up to 20 new jobs being created.

Nick Wilkinson, CEO of Dunelm, comments: “We’re really excited to be bringing Dunelm to Westfield. It gives Londoners much easier access to our specialist offer for the home and starts to unlock a real opportunity for our brand in the capital.

“This is our first step into Central London, where we have ambitions to further expand our presence, alongside wider plans to deliver our next wave of store openings across the UK as we gain confidence in showcasing our ranges in a variety of different sizes and formats.

“We’ve now been opening Dunelm stores for 40 years and they are at the very heart of our business, playing an increasing role in amplifying our digital channels and marketing. We can’t wait to welcome customers in Westfield this winter.”

Kate Orwin, leasing director UK, Unibail-Rodamco-Westfield, adds:“Continuing our commitment to creating best-in-class destinations and exceptional customer experiences, we are delighted to welcome Dunelm to Westfield London. The brand has grown significantly from its origin as a market stall in Leicester to become a leading name in home furnishings. The new store will enhance our home and interior offerings, providing our customers with even more options to elevate their home decor.”