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Online continues to make up more than 40% of Dunelm sales

DunelmAW19Online sales still account for almost half of Dunelm’s sales since its stores re-opened.

The 173 store chain says that since stores re-opened – most were open by the end of May and all by 22 June – online delivery sales have made up 30% of sales and click and collect 12%.

‘We have been operating our digital fulfilment channels at record volume levels. Home delivery fulfilment from our central distribution facility exceeded previous record levels in every week since April, and our supplier partners have increased their direct to customer fulfilment capacities (running at four times pre-crisis levels) to meet increased demand. However, due to high demand, online availability, delivery lead times and service levels have been under pressure,’ it says.

Overall sales in April fell by 78%, by 48% in May and rose by 20% in June. This resulted in a quarterly sales drop of 28.6% in the period to 27 June. 

For the full year, sales were£1,057.9m, a 3.9% reduction and it expects profits to be between £105m and £110m, down from the previous £125.9m.

‘We are incredibly proud of how our team and committed supplier partners have responded during the pandemic and of what we have achieved together. Our colleagues have demonstrated exceptional commitment, agility and resilience to adapt our proposition and operations and I would personally like to thank them all,’ says Nick Wilkinson,Dunelm ceo.

‘The decisions we have made over the last few months have been guided by our principles and values and we are emerging from this unprecedented period as a stronger business. This has given us the confidence to accelerate our digital transition and introduce new ways of serving our customers. There is lots more to do and we are energised to evolve our customer proposition and operations at pace, as we continue to navigate an uncertain external environment.’