Dunelm cleans up as sales grow due to demand for doormats
SOARING demand for doormats during the rainy weather has helped brush up sales at homeware retailer Dunelm.
The group, with 140 UK stores, said sales of doormats, designed in floral or striped prints and able to remove dirt and moisture from shoes, had rocketed 35 per cent in the 26 weeks to December 28.
The demand had begun during the wet rainy weeks of December and has continued as the country suffers further deluges.
Overall group sales rose 4.8 per cent to £356.3million with online sales up 50 per cent.
Same-store sales dipped 0.9 per cent over the half, as warm summer weather kept shoppers out of its stores but recovered to grow 2.9 per cent in the last three months. Profits were up 2.9 per cent to £61.6million.
Chief executive Nick Wharton said its first ever TV advertising campaign had helped improve the awareness of its brand with its Dorma premium products rivalling high-end department stores and its entry-point goods taking on discounters.
Its investment in staff training to improve customer service also helped.
He said: “While we are cautious about consumer spending trends overall we have clear plans in place to continue the progress.”
Dunelm opened six new superstores in the half with another five expected to open by the end of the year.
It has also started selling pieces of wood furniture such as cabinets and is looking at offering garden and patio furniture this summer.
Shares fell 8½p to 900p.
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