Dunelm has signed a wide-ranging deal with the Natural History Museum
(Picture: Dunelm)Dunelm has struck a new long-term deal with the Natural History Museum in an appeal to ethical shoppers.
Nick Wilkinson, CEO of the soft furnishings retailer, said the new museum lines would be “deliberately educational” as Dunelm tries to tap into the growing interest in environmental issues among shoppers.
He said: “Our customers will want to buy products that make them feel good.”
150 lines will be launched initially, spanning furniture, fragrances, art and toys, with 100 more lines launching in the autumn. Prices start from £10 for a cushion.
Products feature images of wildlife and dinosaurs. Examples include the “The Riverbank Duvet Cover and Pillowcase Set”, which says it highlights how “vitally important [wetlands are] in supporting the abundance of plants and animals that thrive in these unique and complex ecosystems.”
Analysts at stockbroker Peel Hunt said: “Dunelm is moving in tandem with consumers.”
Sceptics may say the ranges are remarkably similar to traditional nature and dinosaur-inspired goods on offer at other retailers.
News of the partnership came as Dunelm reported a record first-half profit of £140 million, up 25% on last year. Sales rose 10%, with Wilkinson saying Dunelm was winning market share from rivals.
The performance was in line with guidance that was upgraded last month but Dunelm surprised the market with its second special dividend in six months, at 37p per share.
Wilkinson said Dunelm enjoyed a “really strong winter sale” and momentum had continued in the weeks since.
Costs are rising and customers’ budgets are being squeezed but Wilkinson said value was in Dunelm’s “DNA”. 80% of Dunelm’s range is own brand and the company has long-term relationships with its suppliers, which the CEO said helped to insulate it against cost pressures.
If prices do have to rise, Dunelm will put them up “cautiously” and “carefully”.
