Dunelm is planning to launch its first stores within the inner boroughs of London, after it saw its highest sales growth rate last year in the capital.
The home furnishings retailer reported sales were up 4.5% to £872.5m during the 26 weeks to 30 December.
Dunelm said it saw growth in shopper numbers across all geographical regions, age groups and income groups up to £100,000 per year.
The brand noted its highest rates of growth were seen in London and in the 16-24 age bracket.
Dunelm CEO Nick Wilkinson said he would “like to have more stores in London, particularly in the London boroughs where we don’t have any stores. It’s just a question of finding the right size and doing that in a gradual way”.
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Dunelm currently has 183 stores across the UK, with ten shops in Greater London boroughs in areas including Colliers Wood, Bromley and Beckton.
Wilkinson insisted the brand would never “avoid anywhere” in terms of store openings.
The executive said: “We’re not a big destination shop. You’re not going to spend a day going to Dunelm, so we don’t want to get people travelling for hours to come and see a Dunelm.”
The news comes after Dunelm reported an uplift in profit in its first half yesterday, as it continued to grow its market share.
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