Dunelm set out to transform its online offering after streamlining its business – following the closure of the Worldstores website it acquired in 2016 – and last October launched a new ecommerce platform.

And the homeware retailer has already started to reap the fruits of its labour.

Dunelm posted a 19.4% jump in pre-tax profits during the 26 weeks to December 28 as total sales increased 6% to £585m, while Dunelm’s online sales soared 33.2% during the period, leveraged by its new improved platform.