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‘Our supply base is key to our success’ WINNER


17/01/2017 14:42 Page 4


Dunelm head of buying Mark Fitzgerald discusses what differentiates the housewares multiple


BEST MULTIPLE HOUSEWARES


RETAILER AW ARD Dunelm operates 157 stores, of which 152


are out-of-town superstores and five are on high streets. It also provides ‘multi-channel convenience’ through its online store at www.dunelm.com, as well as mobile, catalogue, telephone ordering and reserve & collect propositions. To attract and maintain customers, the


retailer uses a variety of marketing approaches, from radio and printed material through to social media and email campaigns. Dunelm has made no secret of the fact that


it intends to expand its store portfolio to 200 superstores in the medium term, with a particular focus on London and the south-east. It currently has eight stores in the Greater


Dunelm opened this branch in the Buckinghamshire county town of Aylesbury at Broadfields Retail Park last November G “


enuinely thrilled.” That was the reaction of Dunelm’s head of buying Mark Fitzgerald on hearing


that the homeware chain is the winner of the Britain’s Best Multiple Housewares Retailer Award category of the Housewares Innovation Awards 2017. He says: “The team work really hard to create


a range, department and selection of brands that will appeal to a wide customer base. For this to be acknowledged externally is pleasing, personally and professionally. It’s very important to all of us.” The accolade was announced at a ceremony


held on February 6 in Birmingham. Organised by Housewares Magazine and its digital partner www.HousewaresLive.net, the event was hosted by Si King and Dave Myers (aka celebrity cooks The Hairy Bikers). Dunelm bills itself as a market leader in the


£11.6 billion UK homeware market. The company offers over 26,000 products – the majority of which are under its own brands - across more than 28 different departments.


“We are constantly expanding the ranges,


looking for innovation - and always open to new opportunities”


In Mark’s words: “In addition to our


housewares business, we offer everything for the home, from bedding, curtains, cushions, lighting, wall art, rugs, furniture to outdoor, along with a host of made to measure services.” The Kitchen department has close to 100


brands within the different sub-categories but, notes Mark, “we’re always looking to develop and introduce new and interesting products and suppliers that fit our needs. “Our supply base is key to our success,” he


continues. “The team try to work with them as closely as possible and as a result, we enjoy great relationships with a number of strategic partners within each area.” When selecting products, Dunelm uses its


L-R: Awards ceremony host Hairy Biker Si King, Mark Fitzgerald of winner Dunelm, fellow host and Hairy Biker Dave Myers, Paul Silk of award sponsor Creative Tops


own design team, supply base, market research and trade shows, both UK and international. Says Mark: “Whether it’s a promotional line or part of our regular range, we want to find the next great product.”


London area. The two newest branches opened in the Buckinghamshire county town of Aylesbury at Broadfields Retail Park last November, and at Barnet’s Friern Bridge Retail Park in north London in January. When opening the new outlets, Dunelm


used the opportunity to trial new category merchandising initiatives and improve the store design to reflect a lighter, more open environment with lower shelving and easier navigation. As Mark explains: “We want to continue to


build our participation within the housewares market and grow our offering of innovative, exciting and quality brands and products. “A key part of this is constantly updating and


improving outlets, and taking learnings from new format stores such as Aylesbury and Barnet to use when refitting future stores.” So what, in his view, differentiates Dunelm


from other multiple housewares retailers? “Firstly, our people and our ways of working.


We try to be as agile as we can without disrupting the supply chain or store operations. “Secondly, our breadth of range. We offer the


widest range possible over a multitude of departments. Yet we are constantly expanding the ranges, looking for innovation - and always open to new opportunities.”


May 2017


• HousewaresLive.net


• twitter.com/Housewaresnews


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