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Dunelm Group SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: May 31, 2023Read time:

Here is a detailed SWOT analysis of Dunelm Group covering strengths, weaknesses, opportunities and threats.

Dunelm Group Strengths

  1. Legacy of serving people since 1979 leading to strong brand equity
  2. Offers wide range options for home furnishings including bedding, cushions, blinds, decors, lights, mirrors, rugs.
  3. Gives an option to reserve your furnishings and collect it later.
  4. Accepts newer idea from the customers.
  5. One of the largest homewares retailers in the United Kingdom

Above are the strengths in the SWOT Analysis of Dunelm Group. The strengths of Dunelm Group looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Dunelm Group Weaknesses

  1. The prices of items are higher than supermarkets which might limit the target group
  2. The variety of items are limited by their offerings, options for personalized home furnishings like Presto not there.

These were the weaknesses in the Dunelm Group SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Dunelm Group Opportunities

  1. More young professionals living away from home and living in nuclear families building new homes. Hence their target group is increasing fast.
  2. Increasing purchasing power parity leading to improved lifestyles e.g – buy more sophisticated home furnishings
  3. Expand network, product selection  and reach to people by opening up more flagship stores.
  4. open up opportunities for personalized furnishings on the lines of Presto.

Above we covered the opportunities in Dunelm Group SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Dunelm Group Threats

  1. Robbery attempts and other threats lead to high priority security concerns for property loss as also safety of employees working late into the night.
  2. Intense competition from other furnishings stores.
  3. Competition laws an lack of large scale development space leading to merger of many convenience stores.

The threats in the SWOT Analysis of Dunelm Group are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Dunelm Group SWOT analysis.

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About Dunelm Group

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Dunelm Group Overview
Parent Company

Bill Adderley & Jean Adderley


Home furnishings store


Lifestyle and Retail

Tagline/ Slogan

Add some wow to your windows


Stylish décor for house interiors for furnishing

Dunelm Group STP

People who want to give a personalized touch to their homes.

Target Market

Home makers who want to leave a touch of their personalities through their homes and its decors like curtains, blinds, beddings, cushions


Dunelm group is always there with newer ideas to make your home resemble you and is always ready to accept newer ideas from its customers.

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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