Dunelm’s newly launched autumn campaign positions the home as a space for easy seasonal refreshes, as consumers prepare for the colder months.
The homeware retailer’s new campaign, centred around “autumn glow-ups”, showcases quick and accessible ways for shoppers to update their homes for the season.
It spans key areas of the home, including bedrooms and living rooms, with Dunelm highlighting products designed to make seasonal changes without requiring a major overhaul.
The bedroom proposition focuses on refreshed bedding, pillows and bed frames, while the living room campaign promotes soft furnishings and accessories aimed at creating a more comfortable space for evenings indoors.
Additionally, the retailer has expanded its autumn range across home accessories, textiles, furniture and lighting. Its current seasonal assortment includes throws, cushions, bedding, lamps and decorative products, alongside more explicitly autumnal items such as pumpkins and foliage [pictured].
Earlier this month, Dunelm launched a new three-year strategy, dubbed ‘Winning Hearts & Homes’, with the goal of accelerating sales, expanding its store estate and strengthening its digital proposition.
The homeware giant plans to open as many as 10 shops a year over the next three years. It said it has identified around 100 potential locations for new stores. More than 50 existing stores are set to be renewed by FY28, while it will also invest further in its supply chain and technology infrastructure.
It is also looking to deepen its omnichannel offer after launching its new app earlier this year and introducing its AI-powered Ask Dunelm shopping assistant.
Customers using the app are already spending around 40 per cent more per transaction, according to the retailer.
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