Introduction from our CEO THE POWER OF PURPOSE We came through the Covid-19 pandemic stronger together, realising that we could contribute in many different and new ways to our customers and communities. To help us understand the full potential of our purpose we undertook a major Moving and highly collaborative piece of work, from whichcame about our renewed purpose – ‘To help createthe joy of truly feeling at home. Now and for thegenerations to come.’Our purpose explains why we do what we doacross the business. It will drive and shape forward all decisions and priorities – from product, store, service and colleague development to capital allocation. In essence, it entrenches our commitment to generating long-term value for the economy, our society and the environment, and will help our stakeholders and shareholders better understand and, ideally, choose Dunelm with renewed in whatever capacity they deal with us. purpose MEANINGFUL ENGAGEMENT Our Board were engaged in shaping our new purpose at the outset, and our Executive Board at every step of the process. We interviewed key stakeholders, engaged over 1,000 colleagues, debated proposals with our National Colleague Voice (our colleague representatives), and tested key themes with store community champions and customers. Our purpose is an integral part of our ‘plan on a page’ (see page 11) which we use to encourage all colleagues and partners to be involved in developing our business. MOVING FORWARD We are ready for the next, exciting phase of Dunelm’s growth. By having a better, more We are ambitious about: authentic understanding of why we do what we > Our brand do – alongside knowing what makes us proud and what we need to do differently – we are in a > Being a good company stronger position to move forward, creating value for the generations to come. > Profitable growth Nick Wilkinson Chief Executive Officer 2 DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021