Dunelm grew LFL revenue by +4.2% in Q1 (to 29th September 2018), against strong comparatives in the previous year. LFL store revenues increased by +1.3% YoY, assisted by in-store tablet-based selling for home delivery, while LFL online revenues grew by +33.3% in the quarter.
Total multichannel revenue for the quarter represented 14.8% of Dunelm's total.
Total growth at a group level was +0.1%, reflecting Dunelm's withdrawal from its Worldstores businesses – approximately 20,000 lines have now been transferred to Dunelm.com, and a new web platform will be launched in Q3, promising improved delivery options.
Nick Wilkinson, Dunelm's chief executive, comments: "We delivered a good trading performance in the first quarter. Our positive LFL growth highlights the strength of our customer offer which we are continually working hard to improve as we focus on our core business again under one brand, with one platform and one supply chain.
"We continue to improve the multichannel experience for our customers and our stores play a vital role in this. I am pleased at the progress we are making with tablet-based selling in store to offer our full product range to all our customers.
"Whilst we are cautious about the months ahead due to the level of market and customer uncertainty, I see plenty of opportunity over the medium term as we continue our journey to become the leading multichannel retailer in our sector, helping our customers create homes they love.''
There was one new store opening in Q1 (a relocation), and Dunelm is committed to another relocation towards the end of the financial year.
During the quarter Dunelm launched a new brand campaign as part of its drive to reach new customer. The integrated marketing campaign across TV, radio and social media platforms included an ad-funded TV programme, Back to Mine, developed in partnership with ITV.
