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Dunelm to open its first store at Atria Watford

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On this episode of Talking Shop, we are joined by Sammy Allanson, Client Partner Lead for the North of England at business change and transformation specialist Sullivan & Stanley. We break down why the North is one of the UK’s most critical retail growth engines - and why conquering it requires deep local credibility rather than superficial corporate visibility exercises.

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Dunelm, the homewares retailer, is to open a 33,000 sq ft store within Atria Watford.

Dunelm already has 179 stores across the UK and this new store will be located in the former John Lewis unit, which closed in 2020 as part of the department store’s store closure programme.

Set to open in late 2023, it will stock a wide range of products, including bedding, outdoor living, home accessories, made to measure, haberdashery, kitchen and dining.

Atria Watford is a retail and leisure destination covering 1.4 million sq ft, situated in Watford.

Andrew Hamilton, director of Store Experience at Dunelm, said: “We’re delighted to have found a new home for our latest Dunelm store in Atria Watford, which provides us with an ideal location to serve the local community, bringing to them a huge range of homewares that is an unbeatable combination of quality and value.”

Last month Dunelm announced that its sales increased 6% to £423m, up from £399m, for the 13 weeks to 1 April 2023.

The homeware retailer put the increase down to moving its winter sale from Q2 to Q3 after the winter sale negatively impacted its Q3 growth last year.

The company also saw “strong growth” in digital sales which accounted for 36% of sales, an increase of 1% from last year.

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