Crafted in partnership with Dalziel & Pow, the new store reimagines the Dunelm experience to better appeal to the vibrant, competitive homewares market in London. Designed to be inspirational, accessible, and full of life, defined by the experience vision as “Joyful living, made easy.”

As Dunelm expands into London, the focus is on creating a space tailored to the unique lifestyles of city dwellers. The new concept is a welcoming destination where home inspiration meets practicality, offering a range of joyful home products.

The storefront acts as a bold and purposeful billboard for Dunelm, inviting shoppers to explore. Inside, the store’s open-warehouse architecture highlights the breadth of the range, from bedding and kitchenware to furniture, while maintaining a clean, modern aesthetic. Larger furniture items are displayed on a statement presentation wall, giving customers the chance to browse online for the full collection.

The customer journey is designed for ease and discovery. Products are grouped around key lifestyle themes—live, eat, bath, and sleep—creating an intuitive flow and inspiring customers as they shop.

A palette of warm timbers and neutral tones evokes the comfort of home, while pops of Dunelm’s signature green add vibrancy and brand recognition. Industrial details and honest materials reflect Dunelm’s down-to-earth personality.

Large-scale feature bays punctuate the space, creating beacons that both help navigation and create visual showcases for Dunelm's key categories.

Service lands as a destination at the back of the store, with the queue barrier providing essential pick ups, delivering the thrill of the marketplace.

The Westfield store marks a milestone for Dunelm as it introduces its joyful, practical, and inspiring approach to homewares to Londoners. From its thoughtful design to its focus on customer needs, the space encapsulates what Dunelm does best.