Dunelm has opened a new concept store on Crawley High Street under the Dunelm Edit fascia.
The new store will feature bestselling products picked out by Dunelm’s design team and local customers who took part in focus groups. The chosen “edit” will be made up of products that are most popular in the Crawley area – an idea that will be replicated in future iterations of the store concept in different neighbourhoods.
The store has “live”, “eat” and “sleep” zones to help guide shoppers around the store.
It also features an augmented reality (AR) digital display in the centre of the store, where customers can interact with and order from the full Dunelm catalogue. The AR features also allow customers to visualise how products will look in their homes.
The store was initially set to open on April 2 but was delayed due to the restrictions implemented to tackle the coronavirus pandemic. The store instead opened its doors to the public on May 28.
Dunelm has now fully reopened its store estate across the UK, in keeping with government guidelines.
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