What's the target market of Dunelm Mill??

[Orangeanddemons]

Because I like some of the stuff in the massive one near me, but not the twee stuff. But I sort of feel uncomfortable liking it and I don't understand it

Does it matter. There is some rubbish in there but also some good stuff. I got lovely curtains from them.

I've bought gorgeous curtains in there that I couldn't find anywhere else.

I think their target market is all of us who don't have silly money to spend. DD has a nice blind from there.

Its an odd place I agree, there is something about it, which makes it look like its down market chav tat, but I am drawn in, and find myself liking the bedding, towels, the cooking stuff. Not too sure about the pictures.

Me

my MIL

If you like something, you like it. I don't see the target market is relevant. Its never something that I think of.

Doesn't the fact that everyone seems to like some bits in there and really dislike others, kind of indicate that their target market is everyone who needs soft furnishings?

Everyone who can't afford posh stuff anyway .

People who don't have £££ to spend and who hate the industrial blandness of all things IKEA?

I use Dunelm for curtains, rugs, cushions and the odd kitchen thing. They're all fabulous quality and reasonably priced.

What's not to love?

I've bought curtains from there and a really big cheap mirror which I used for a table plan at our wedding, but the one near me does resemble a market stall sometimes, generally quite untidy and full of tat unless you delve a bit deeper. My local TK MAXX is the same.

Can you not shop in there if it's not aimed at a certain target market? What market would make it an acceptable place to shop?

It seems to aimed at everyone who doesn't want to spend a fortune and needs a change from IKEA tbh.

I know what you mean about cheap tat there but their curtains are really good quality and I got some high thread count designer sheets there for peanuts because they're very slight seconds.

There isn't one in my town so I tend to make a special trip to Dunelm and IKEA at the same time.

I have only just discovered Dunelm Mill and I am totally in love. Some of it is a bit chav but lots is great quality for a great price.

I am a John Lewis/Laura Ashley wannabe but just cannot justify spending £200 on a throw for the bed.

I don't actually care what anyone else thinks of the place...