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Dunelm Launches Sustainably Focused 'Conscious Choice' Range

SS22 Conscious Choice Bathroom square

Dunelm has announced the launch of its Conscious Choice homeware collection. 

The collection will help customers to make more thoughtful purchasing decisions and to find homewares that last longer and are made from more sustainable materials as described below. The initial launch consists of more than 800 products for the bathroom, bedroom and kitchen, in addition to children’s homeware pieces, accessories and decorative items. 

All Conscious Choice products will meet sustainability driven criteria, from the materials used to make them to the anticipated length of the life of the product once it reaches a customer’s home. Featuring materials such as recycled glass, organic fabrics and responsibly sourced timber which have a lower environmental impact than our conventional alternatives or virgin materials. All products qualifying for the Conscious Choice badge are made from at least 50% lower impact materials (by product weight) Nearly half also offer an extended guarantee of between 5-25 years and have been designed with quality and longevity in mind. 

The Conscious Choice collection will continue to evolve as better technology and increased innovation will enable the introduction of practices with a reduced environmental impact into the product development cycle. This will see Conscious Choice extended into new categories within the Dunelm product offer as well as increased numbers of individual products within the launch categories 

Nick Wilkinson, CEO of Dunelm, commented: “Our Conscious Choice products are intended to give our customers more opportunities to make informed choices. Operating more sustainably is one of our key ambitions as a business and Conscious Choice will continue to evolve as we learn more and develop more sustainable materials and production processes.‘’ 

Detailed information about Conscious Choice will be available on and customers instore will be able to scan a QR code that will take them straight there. 

Conscious Choice is Dunelm’s latest initiative in its long-term plan to move to more sustainable production. The brand’s innovative Take Back Scheme was launched in selected stores in September 2021. The scheme allows customers to donate unwanted textile items from any retailer to their nearest Dunelm store, with items being rehomed, reused, recycled or turned into brand new products. Other already established Dunelm sustainability initiatives include a furniture and mattress recycling scheme, signing of the #PaperlessPledge and participation in the Textiles 2030 pledge, which aims to halve carbon emissions, reduce water footprint by 30% and to introduce more circular approaches by 2030. 

To shop Dunelm’s Conscious Choice product range online, please visit

Source : Dunelm

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03 August 2022

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Thank you for the excellent presentation that you gave at Woodbury Park on Thursday morning. It was very interesting and thought-provoking for our Retail members. The feedback has been excellent.

Martin Elliott. Chief Executive - Home Hardware.

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