Dunelm has made its debut in the centre of the capital with a new smaller-format store in Westfield London.
The new opening from the home and furniture retailer forms part of its expansion plans, with several new stores expected across different sizes, formats and locations.
The 4,500 sq ft store will showcase Dunelm’s home and furniture categories through new visual merchandising, and includes the retailer’s latest collections and collaborations.
Dunelm has opened six new stores across its last financial year, with more expected over the coming months.
Dunelm chief executive 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:
“Continuing our commitment to creating best-in-class destinations and exceptional customer experiences, we are delighted to welcome Dunelm to Westfield London.
“The brand has grown significantly from its origin as a market stall in Leicester, to becoming a leading name in home furnishings. The new store will enhance our home and interior offerings, providing our customers with even more options to elevate their home decor.”
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