Dunelm, United Kingdom (UK) (Home) Shoppers Profile, Market Share and Competitive Positioning
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Profile of retailer’s shopper base, key performance indicators, sales and market shares
Dunelm’s UK home shoppers are predominantly female (58.9%), and it is especially popular among boomers, with 49.1% of its shoppers fitting this demographic. Dunelm has outperformed the home market in recent years, with its UK market share growing from 2.9% in 2016 to 3.5% in 2021, though this was a slight fall versus 2020 (3.7%) as it excelled during the COVID-19 lockdowns, aided by its well-established online presence. Dunelm’s performance has been aided by its close collaboration with suppliers that helped minimize disruption in its supply chain, enabling it to manage the mix of products across price brackets.
Scope
Dunelm’s easily accessible stores and selection of affordable offerings appeal to shoppers
Dunelm’s market share has consistently grown since 2016, except for a dip in 2021 as consumer behavior normalized
Dunelm's focus on sustainability and working with suppliers supported its growth in 2022
Reasons to Buy
Gain comprehensive knowledge on Dunelm's business and develop a competitive advantage
Investigate current trends in the UK Home market to identify the best opportunities to exploit
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