Customers are flocking to an enlarged homeware store that opened on Thursday, March 6 after relocating from around the corner.
Dunelm Mill, whose products include bedding, furniture and lighting, has moved from its location in Greyhound Road on the Greyhound Retail Park into the former Halford’s store fronting Sealand Road.
The old 16,000 sq ft store is now closed although there will be a clearance sale there this Saturday, March 8.
Dunelm’s new 30,000 sq ft store includes a Pausa coffee shop offering ‘a wide range of delicious food and drink’ with facilities for young families such as easy buggy access, a changing area and flasks for warming baby's bottle.
There is an extended fabric department with a made-to-measure service and a wider range of electrical appliances.
A company spokeswoman said: “The reason for the move is because we need more space. We want to offer more to customers in the area – provide a better offering and service.”
Dunelm has taken on extra permanent and temporary staff for the opening trade period.
Dunelm was founded in 1979 by Bill and Jean Adderley, selling curtains on a Leicester market stall. The business developed into a successful chain of high street shops in the Midlands specialising in soft furnishings and other homeware. Today the major focus is out-of-town retailing.
In 2010, the retailer opened its 100th store in Liverpool. Dunelm aims to grow its portfolio to 220 superstores in the medium term.