Dunelm sees digital share rise as omnichannel strategy underpins solid H1 performance – InternetRetailing

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Dunelm reported a solid H1 performance despite a challenging retail environment. Digital channels continued to play a key role in growth. For the 26 weeks to 27 December 2025, total sales rose 3.6% year-on-year to £926m. Second-quarter sales were up 1.6% to £498m.
Digital participation increased by two percentage points to 41% of total sales for the half and 42% in Q2. This includes home delivery, Click & Collect, and tablet-based in-store transactions, highlighting the strength of Dunelm’s omnichannel proposition.
The retailer advanced its digital capabilities with the launch of its new app on Apple and Android platforms, ahead of a full customer rollout in February. Dunelm also opened its second inner London store in Wandsworth and reopened its Yeovil superstore, bringing its products to a wider audience and helping cement its omnichannel status.
Analysts flagged a stronger start to Q3, as consumers responded positively to winter sales – a trend seen across the sector.
CEO Clo Moriarty said the business is “actively building new plans whilst executing existing ones to ensure we are the first choice for all home lovers,” pointing at steps taken to improve product availability and enhance seamless shopping experiences.
Gross margin improved by 60bps year-on-year, driven by FX tailwinds. Dunelm expects full-year profit before tax to be at the lower end of consensus forecasts (£214m–£227m) after softer trading around Black Friday and December.
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