Analysis: How Dunelm’s digital transformation is built for success

Dunelm Bridgend

Following another set of impressive results, Dunelm’s migration to a new digital platform at the end of last year has helped boost sales and attract new customers while impressing loyal ones.

Dunelm set out to transform its online offering after streamlining its business – following the closure of the Worldstores website it acquired in 2016 – and last October launched a new ecommerce platform.

And the homeware retailer has already started to reap the fruits of its labour.

Dunelm posted a 19.4% jump in pre-tax profits during the 26 weeks to December 28 as total sales increased 6% to £585m, while Dunelm’s online sales soared 33.2% during the period, leveraged by its new improved platform.

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