Britain's biggest home furnishings retailer, Dunelm, has significantly expanded its London presence with the launch of a brand new store in Wandsworth. The eagerly anticipated opening took place on 14 November 2025 at the popular Southside Shopping Centre.
A Major Boost for South London Retail
This new outlet represents a substantial investment in the area, featuring a spacious 6,300 sq ft layout spread across two floors. The opening has provided a welcome boost to the local economy, creating approximately 24 new jobs for residents in the Wandsworth community. This development follows closely on the heels of Dunelm's recent launch at Westfield White City, further cementing the retailer's growing footprint across the capital, which already includes established locations in Colliers Wood, Greenwich, Enfield, and Greenford.
Designed for Inspiration and Bespoke Service
At the heart of the new Wandsworth store is an expansive Made to Measure department. This dedicated space allows customers to collaborate directly with Dunelm's in-house experts to design completely bespoke curtains and blinds, tailored to fit any interior style and window dimensions.
With the festive season in mind, the store has announced crucial Christmas ordering deadlines. Customers can order shutters until 14 November, fitted blinds until 7 December, and non-fitted blinds and curtains until 14 December to ensure installation before the holidays.
Leadership and Community Focus
Amanda Cox, Stores & People Director at Dunelm, expressed her enthusiasm: "We're extremely excited to bring Dunelm's newest store to Wandsworth. Our next-generation format gives us the opportunity to test new ways of inspiring and serving customers - from design-led layouts to more interactive shopping experiences, offering a fresh take on what our brand can deliver in an urban setting."
This sentiment was echoed by the store's local manager. Teresa Martins, Store Manager at Dunelm Wandsworth, added: "It's been amazing to see our new store come together... Most of our team are from the local area, so this opening feels especially exciting - we've worked hard to make the space feel inviting, accessible, and full of great ideas for every style and budget."
The Dunelm Mill Rebrand Debate Resurfaces
Coinciding with the new opening, a curious online debate about the retailer's history was reignited on social media. Journalist and presenter Mared Parry sparked the conversation by tweeting: "Was Dunelm once called Dunelm Mill or did I completely make this s**t up?"
The query left many Twitter users bewildered, with some insisting the store had never operated under a different name. However, Dunelm's official Twitter account clarified the matter, confirming the retailer was indeed originally called Dunelm Mill when it first opened nearly 40 years ago in 1984. The company underwent a significant rebrand in 2007, dropping the 'Mill' from its name.
This is not an isolated case in the retail world. The account also noted that the highly acclaimed Home Bargains was originally named Home and Bargain until it rebranded in 1995. The retailer even played an April Fool's prank last year, joking about reverting to its original name.
The new Dunelm Wandsworth store is now open, offering South London residents a comprehensive destination for home furnishings, from everyday essentials to bespoke solutions and festive decorations.
