Our business model United by our purpose, focused on value creation Our foundations What makes us different These are key resources and OUR PURPOSE relationships that underpin To help create the joy of our value creation. We continuously improve and build them to maintaincompetitive advantage truly feeling at home. and gain market share. Now and for the CONTINUOUSLY generations to come. IMPROVING Talented colleagues Strengthening our inclusive, diverse and supportive working environment to allow INVESTMENT PROPOSITION our colleagues to perform to the best of their ability. We are well positioned with a clear runway for growth. Committed suppliers Working together to grow our product offer with authority, while improving sustainable practicesin our supply chains. Brilliant stores Bringing innovation and inspiration into our stores, while supporting Brand purpose Product proposition Total retail system and connecting our store A brand appealing to a A distinctive and A total retail system communities. wide range of customers, specialist product that combines the Agile and flexible market leader in a large portfolio – offering advantages of digital technology fragmented market, quality, value and style and local shopping Advancing our digital with a challenger brand – largely own-brand and experiences to better capability to realise our mentality. sourced from long-term serve UK homewares operational scale, efficiency committed suppliers. shoppers, and benefits and agility. from our convenient, low-cost store portfolio. Expert supply chain Continuously improving our ability to get the right products to the right places as efficiently as possible. BUILDING Sustainable in everything we do Financial position Shared values Future growth Making sustainability easier for A highly cash-generative Shared values, strong A clear runway for everyone, and building it into business with a strong relationships and a attracting more all that we do. balance sheet and agility commitment to doing customers and growing to invest. the right thing for the their frequency. Data capability long term, for all our Building our capabilities to stakeholders. make data-led decisions and accelerate customer insight. 28 DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021