Key Ret - Dunelm Mill:Layout 5
Transcription
Key Ret - Dunelm Mill:Layout 5
Key Retailer Report September 2010 Dunelm Mill is a UK homewares and soft furnishings retailer, with 106 stores across the UK. Corporate website: www.dunelm-mill.com/info/dunelm_corp_aboutus Consumer website: www.dunelm-mill.com 1. Contact Information (buying office) Dunelm Mill Limited Fosse Way, Syston Leicester LE7 1NF United Kingdom Mr. William Adderley; Chief Executive Officer Tel: +44 0116 2644400 Email: [email protected] Ms. Lisa Allen; Senior Administrator of Buying Tel: +44 0116 2644400 Email: [email protected] Ms. Vicky Burn; Buyer, Cookware and Cookshop Tel: +44 0116 2644400 Email: [email protected] Ms. Faye Atkins; Buyer, Storage Tel: +44 0116 2644400 Email: [email protected] 2. Background Information Year Established: 1979 Number of Stores: 106 Total Annual Sales: £428.3m for year 2008/09 - showed an increase of 8% over previous year, but drop of .5% on like for like sales. Store Locations: Cover the whole of the UK. Type of Store: The majority of stores are big box out-of-town homewares retailers, but they do also have about 10 smaller high street stores. Average Store Size: Selling area ca. 2,600 m² (28,000 sq ft) Housewares Percentage of - Total Sales: 40% - Total Square Meters: 50% Position within the Market: In top 10 of UK homeware retailers Target Consumer: Average to below average income consumer (Continued on back) 3. Stores and Products Store Layout/Look/Feel: Stores are well categorized with lots of stock, but still look jumbled. Home/Housewares Product Categories: Cookware, Bakeware, Tabletop, Storage, Basketware, Small Electrics, Lighting, Bedding, Home Textiles. Pricing Strategy: Their slogan is 'Simply value for money' and prices are very competitive. Quality/Design/Branding Strategy: Quality is mid-range/lower, but colors and designs are good, and they do stock some good brands, which takes the range up-market. Company Brands Sold: Brabantia, Prestige, Russell Hobbs, Morphy Richards, Dorma Private Label Brands Sold: The Dorma brand is owned by Dunelm Mill, but lots of ranges in store are not branded, or say 'exclusive to Dunelm' Key Marketing Tools & Promotions: Advertise in local papers when they are having promotional events. 4. Suppliers and Sourcing Sourcing Strategies - Global - Direct from factories (the buyers travel to the Far East, and will either buy direct or through one of their UK suppliers) - Direct from vendors/product suppliers - Through distributors Supplier Expectations Regarding - Products: They look to stock ranges and products that can give a room an instant facelift. All products must be keenly priced and fashionable. - Pricing: As their philosophy is 'simple value for money', they insist on best pricing - Promotions: Regular in store promotions 5. Success Factors and Expansion Plans & Expectations In a relatively short time, Dunelm Mill has become the number one location for young home owners and students to go when setting up their first flat/home. Their stores are spread across the country, and the stock is very well priced and uses up-to-date colors and materials. They are also known as good and fair employers, and staff tend to get promoted from within, making them very loyal. Dunelm Mill was voted the nation's fourth favorite retailer in the 2009 Verdict Survey. Expansion Plans: They have plans to continue to expand within the UK. Market Expectations for Next Three Years: While the UK shoppers are worried about the future, they will continue to hold on to their money and shop at retailers like Dunelm, and therefore they are sure to continue to increase sales. The Dunelm Mill profile created by: IHA UK Office Pam Plant Tel: + 44 777 4132199 Email: [email protected]