In September 2024, Dunelm shared some exciting news: annual sales climbed 4.1% to reach £1.71 billion for the year ending June 29. GlobalData reported that Dunelm also boosted its market share in the homeware sector to 11.5%, putting even more distance between itself and John Lewis, its closest competitor.
Dunelm is buzzing with new initiatives. Last December, the retailer opened its first small-format store in Westfield London. Just two months prior, it revamped its e-commerce capabilities using Google Cloud’s AI-powered Vertex to enhance site search.
The company’s success can be attributed to its strong product development team, a sharp focus on multichannel sales, and a commendable company culture. In February, Dunelm launched a talent program called Reach, aimed at empowering colleagues from underrepresented ethnic groups. More than 80 participants are connecting with mentors from both within and outside Dunelm to expand their networks and gain inspiration.
On another front, Jo Kalnavarna, a software engineer at Dunelm, revitalized the Women in Tech group after noticing it had stalled during the pandemic. She took the initiative to engage with Leanne Orton, a senior partner, to reignite the group’s activities. Kalnavarna set up workshops in London and Leicester, reaching out to women for their input on what they wanted from the initiative.
She quickly began assembling a leadership board for the group, implementing approaches familiar from tech, like setting objectives and assigning tasks. “Having regular catch-ups and stand-ups has proven effective,” Kalnavarna explains, adding that other similar communities could benefit from this structured model.
So what does this look like in practice? The group hosts quarterly meetings and runs a “coffee roulette” networking event. Employees are paired randomly each month to discuss their roles and share experiences. Priti Verma, a senior business analyst and STEM ambassador at Dunelm, describes these sessions as a great way to break down barriers and build relationships, especially in a time when remote work is so common.
Verma emphasizes that representation matters, particularly for women returning to work after a break. It’s crucial to foster an environment where everyone feels confident applying for jobs, regardless of their background. Kalnavarna echoes this sentiment, encouraging a culture where taking risks is celebrated. “We want to convey that you have the confidence; just go for it,” she asserts.
A defining moment for the group was Women in Tech Week, held from October 7-11, 2024. Dunelm created its own internal event that aligned with a national campaign, bringing together leaders from the tech and engineering teams to discuss progress and support. The week featured various virtual and in-person events, including a Q&A with their chief technology and information officer, John Gahagan, promoting open dialogue.
Verma called the session with Gahagan “open and honest,” while the panel featuring male allies aimed to address experiences and insights related to supporting women in tech. Female tech leaders shared their journeys, working to empower others in similar roles. The week was about inclusivity and collective learning rather than top-down communication.
Looking ahead, more “lunch and learn” sessions are on the calendar to enhance knowledge sharing and foster stronger connections. Kalnavarna has plans to engage with local schools, helping young girls understand that they can pursue careers in tech and engineering. Verma sees a huge opportunity for outreach, especially with younger students. “When you chat with kids about what you do, you can almost see the lightbulb go on,” she says proudly.
Ultimately, the focus remains on creating an environment where women feel free to grow and succeed, while also encouraging men to support this mission. “It’s about being confident in who you are,” Verma notes, emphasizing that becoming a leader shouldn’t require anyone to change who they are.