Dunelm profits soar driven by digital sales and localisation

Dunelm-shutterstock

Dunelm has recorded a profit rise as it transitioned from physical retailer to “proven digital-first, multichannel” retailer.

The homewares retailer reported a 45% increase in profit before tax year on year to £158m in the 52 weeks to June 26, which it said reflected “ongoing operational grip”.

While its stores were closed for more than a third of the financial year, sales grew 26% overall to £1.3bn, largely driven by digital sales which were up 115% compared with 2020.

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