Our purpose Our purpose is meaningful, authentic and differentiated. It guides all business activities and decisions, and helps us understand why people want to shop with us, work for us, supply us and stay invested in us. By knowing why we do what we do, we are in a better position to make a long-term positive contribution to our economy, environment and society. W t to bringmore e wan jy t people’shomes o o To help create the joy of truly feeling at home. Now and for the generations to come. DELIVERING FOR OUR KEY STAKEHOLDERS Customers Colleagues Suppliers Store Shareholders communities MORE INFORMATION PAGES 14 TO 17 DUNELM GROUP PLC ANNUAL REPORT & ACCOUNTS 2021 3 t ot h C earne t a g etane gcaeo nua renand gveijsro oinenv meirenynotn e STRATEGIC REPORT GOVERNANCEFINANCIAL STATEMENTSOTHER INFORMATION W nbfeuuewyrn w fiprtauoumnrrc et h u oiasun s rt eoth cs bue easbcnteoodsmmtf ee owrrsaa t hty o p ea pl otrohvt se iosnfti h bgthlesei ert h ey