// Dunelm opens new high street concept store
// The new concept made its debut in Crawley, West Sussex
// The new Dunelm Edit features bestsellers and highlights handpicked by Dunelm’s experts and local focus groups
Dunelm has chosen the West Sussex town of Crawley as the location of its first high street concept store which opened at the end of May.
The new store, Dunelm Edit, brings together highlights and bestsellers handpicked by Dunelm’s design team and local customers via focus groups.
The Crawley concept store features products that are most popular in the area and Dunelm said this localised edit concept would be replicated in future iterations of the store concept as it expands.
The new Dunelm Edit store also features dedicated live, eat and sleep zones to help guide customers around the store.
The range of products available online are also made shoppable through displays, interactive digital content, and augmented reality technology where customers can see curtains, blinds and wallpaper come to life.
The Dunelm Edit concept was initially meant to have opened in April but this was delayed to protect staff and customers due to the lockdown and coronavirus pandemic.
Dunelm fully reopened its store estate across the UK, in keeping with government guidelines and after homeware and furniture stores were updated as “essential” retailers.