Leading homeware retailer Dunelm has acquired Home Focus, an Irish soft furnishings company.
- This acquisition marks Dunelm’s entry into the €1 billion Irish homewares market.
- Home Focus operates 13 stores across Ireland and offers online shopping.
- Dunelm plans to enhance product variety in Home Focus stores, reflecting its UK model.
- The move includes bolstering Home Focus’s online presence and potential store expansion.
Home furnishings giant Dunelm has taken a significant step by acquiring Home Focus, an Irish retailer specialising in soft furnishings. This strategic acquisition marks Dunelm’s entry into the Irish homewares market, which exceeds €1 billion in value.
Home Focus operates from 13 stores within Ireland and has a robust online platform. This acquisition allows Dunelm to leverage these existing outlets to penetrate the Irish market effectively. The Irish stores are smaller in scale, with typical locations under 10,000 square feet, aligning well with Dunelm’s strategy for more compact store formats.
Dunelm recently reported a rise in sales during its first quarter, indicating a robust market presence and operational strength. The company sees aligning Home Focus with its product offerings in the UK as an opportunity to enhance customer choice within these Irish outlets.
Dunelm’s Chief Executive Officer, Nick Wilkinson, expressed enthusiasm about integrating Home Focus into their operations. He highlighted the shared heritage in home textiles and family-owned business values as foundational to this partnership. He stated, “We’ve really enjoyed getting to know the team and look forward to welcoming them to the Dunelm family as we work together to further develop and invest in their specialist home proposition.”
Further, Wilkinson sees a substantial opportunity in expanding the range and value offered by Home Focus stores. With an established presence in Ireland and expertise in custom services like made-to-measure products, this collaboration is poised to unlock further potential in both companies.
Beyond the immediate benefits of this acquisition, Dunelm plans to enrich Home Focus’s digital presence. By enhancing its online offerings, Dunelm aspires to create a more comprehensive shopping experience. The potential for new physical store locations across Ireland is also being considered, indicating a long-term investment strategy.
Dunelm’s acquisition of Home Focus represents a calculated expansion into Ireland, promising growth and enhanced customer offerings.
