Dunelm, the UK’s largest homewares retailer, has confirmed it will open a brand-new store in Westfield London, marking the company’s first venture into Central London. Set to open in Winter 2024, this new location is part of Dunelm’s wider expansion strategy, with plans to launch several new stores in various formats and sizes across the UK.
The 4,500 sq ft store will be located within Westfield London, Europe’s largest shopping and leisure destination, offering an exciting opportunity for Dunelm to extend its reach to Londoners and visitors alike. This will be the first time the brand’s specialist homewares proposition will be available in the heart of the Capital, allowing customers to explore Dunelm’s stylish, affordable, and high-quality offerings in a highly accessible and high-footfall area.
Dunelm’s new store is designed to create an inviting, easy-to-shop environment, filled with inspiration for those seeking to refresh their home décor. The space will feature the retailer’s full range of home and furniture categories, brought to life through innovative visual merchandising. Customers can also expect to see Dunelm’s latest collections and collaborations, which will further showcase the breadth and personality of the brand.
Nick Wilkinson, CEO of Dunelm, expressed his enthusiasm for the new venture, stating: “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.”
He continued, “This is our first step into Central London, where we have ambitions to further expand our presence, alongside wider plans to deliver our next wave of store openings across the UK as we gain confidence in showcasing our ranges in a variety of different sizes and formats.”
This new opening follows Dunelm’s success in the previous financial year, during which six new stores were launched. The brand continues to prioritise expanding its unique, specialist offer to communities across the UK. The Westfield location is one of several new stores expected to open in the coming months, as the retailer looks to establish a presence in different areas and formats.
A Joyful Shopping Experience for Londoners
The new Dunelm store in Westfield London will provide a joyful and inspiring experience for customers, offering expert advice and customer service, which the brand is known for. The aim is to create a destination where customers can find everything they need to elevate their homes, whether they are looking for simple décor upgrades or complete transformations.
Dunelm’s decision to open in Westfield aligns with its goal of expanding into key locations where high customer footfall can enhance brand visibility and provide easier access to its product range. As part of the development, up to 20 new jobs will be created, contributing to the local economy and offering new opportunities for those passionate about retail and home design.
Westfield Welcomes Dunelm
Kate Orwin, Leasing Director UK at Unibail-Rodamco-Westfield, shared her thoughts on Dunelm’s arrival: “Continuing our commitment to creating best-in-class destinations and exceptional customer experiences, we are delighted to welcome Dunelm to Westfield London. The brand has grown significantly from its origin as a market stall in Leicester to become a leading name in home furnishings. The new store will enhance our home and interior offerings, providing our customers with even more options to elevate their home décor.”
Work on the Westfield store is expected to begin soon, with the official opening scheduled for Winter 2024. Dunelm’s new Central London store will play a crucial role in amplifying the brand’s digital channels and marketing efforts, further connecting the online and in-store experiences for customers. As Wilkinson pointed out, “We’ve now been opening Dunelm stores for 40 years, and they are at the very heart of our business.”
