Dunelm is set to open its inaugural central London store, marking a significant expansion into the capital at the Westfield London shopping centre.
- The new 4,500 square foot store will offer an enhanced shopping experience with Dunelm’s latest homeware and furniture collections.
- Located in White City, this store aims to attract high footfall and is part of Dunelm’s broader strategy to establish a strong presence in London.
- Nick Wilkinson, CEO of Dunelm, expressed enthusiasm about the opportunity to bring the brand closer to Londoners and expand further across the UK.
- Unibail-Rodamco-Westfield UK highlights this opening as a commitment to creating premier shopping destinations with exceptional customer experiences.
Dunelm is poised to launch its first store in central London, significantly expanding its physical presence in the capital. This new 4,500 square foot location will open its doors at the prestigious Westfield London shopping centre in White City this winter. The retailer aims to offer a seamless shopping environment by featuring its latest home and furniture collections, along with exciting collaborations. This strategic move aims to capitalise on high customer traffic within Westfield, enhancing Dunelm’s footprint in the bustling city of London.
The decision to open a store in such a high-profile location underscores Dunelm’s ambition to augment its market share in the capital. Previously, the company announced plans to expand within the inner boroughs of London following its highest sales growth rate reported in the area last year. Nick Wilkinson, Dunelm’s CEO, stated, ‘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.’
The opening at Westfield is part of Dunelm’s strategic initiative to establish a stronger presence in major city centres across the UK. By diversifying store sizes and formats, the company aims to showcase its range more effectively and cater to varying customer needs. The choice of Westfield London aligns with these objectives due to its status as a prominent retail destination attracting diverse crowds.
Kate Orwin, Leasing Director at Unibail-Rodamco-Westfield UK, commented on the partnership with Dunelm, highlighting the mall’s continued commitment to offering ‘best-in-class destinations and exceptional customer experiences.’ The addition of Dunelm is expected to enrich Westfield’s home and interior offerings, providing customers with more options to enhance their home décor.
Dunelm’s business strategy appears robust as the company reported an increase of 4.1% in sales and a 6.6% rise in pre-tax profits, reaching £205.4 million in the last fiscal year, despite a challenging market. This financial health is a testament to the company’s successful navigation through economic challenges, bolstering its confidence in pursuing further geographical expansions.
Dunelm’s new store at Westfield London represents a pivotal step in its expansion into urban markets.
