Dunelm is set to open its first central London store inside the capital’s Westfield London shopping centre in White City.
The homeware retailer’s 4,500 sq ft space will open this winter, “offering an easy-to-shop environment in a high footfall location” as it looks to boost its presence in the capital.
Products will cover Dunelm’s home and furniture categories and will include the latest collections and collaborations.
Related Story
Westfield London is one of several new locations Dunelm is expected to open over the coming months across a range of store sizes and formats.
Dunelm CEO Nick Wilkinson said: “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.
“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.”
Unibail-Rodamco-Westfield UK leasing director Kate Orwin said the store continued its commitment to “creating best-in-class destinations and exceptional customer experiences”.
“The new store will enhance our home and interior offerings, providing our customers with even more options to elevate their home décor,” she added.
Back in February, Dunelm revealed it would open its first stores within the inner boroughs of London after it saw its highest sales growth rate last year in the capital.
The homewares specialist posted a rise in sales and profits despite the “softer market” in the year to 29 June. Sales nudged up 4.1% to just over £1.7bn as pre-tax profit rose 6.6% to £205.4m.
Click here to sign up to Retail Gazette‘s free daily email newsletter