Dunelm enters Irish market with Home Focus acquisition
The company said it sees potential to offer a broader range of products in Home Focus stores, in line with its existing smaller format stores in the UK
Dunelm has acquired Home Focus, a soft furnishings retailer which trades from 13 stores across the Republic of Ireland, for an undisclosed amount. The business, which operates under the ‘Home Focus at Hickeys’ brand, also operates online, and provides home delivery and a ‘Click and Reserve’ option for customers to collect products in-store.
The brand, which employs around 140 staff and has a portfolio of smaller stores, specialises in specific home categories including curtains and bedding.
The move will see Dunelm enter the Republic of Ireland, which is said to have a homewares market of more than £1bn.
The company added it sees potential to offer a broader range of products in Home Focus stores, in line with its existing smaller format stores in the UK.
Dunelm also said the acquisition would enable it to introduce a “more comprehensive” online proposition and, over time, will assess new store opportunities across Ireland.
Nick Wilkinson, CEO of Dunelm, said: “In Home Focus we have found a high-quality and complementary business, with a shared heritage in home textiles and strong values which stem from family ownership. We’ve really enjoyed getting to know the team and look forward to welcoming them to the Dunelm family as we work together to further develop and invest in their specialist home proposition.
“We see a clear opportunity to introduce more choice and value into the offer which Home Focus has built for its customers. With an established national store footprint and expertise in mutual growth areas like Made to Measure, we’re confident that Home Focus will help us to continue unlocking our full potential.”
He added: “We’re proud to be embarking on this journey with Home Focus and investing in the next stage of its story, where we look forward to providing further opportunities for colleague development, creating additional jobs, and supporting local communities.”
Ian Donnelly, managing director of Home Focus, said: “With around 80 years in business, we have been looking for a new custodian to take Home Focus into its next chapter. Dunelm immediately struck us as having a clear cultural fit, with a strong team guided by sound values and focused on investing for long-term growth.
“We’re confident that Dunelm’s experience as a multi-channel retailer, together with its ability to offer a wider assortment of products across multiple home categories, will offer both our colleagues and customers an even better proposition as we move forward.”
