Dunelm Soft-Furnishings was set up by husband and wife team Bill and Jean Adderley in Leicestershire in 1979. It has since grown to 36 stores, with a product range that covers everything from dusters and oven gloves to pillows, quilts and curtains. Profits have risen by 53% pa, from £1.9m in 1995 to £6.9m in 1998. Sales rose by 39% pa over the same period to reach £40.5m. The family declined to discuss the reasons behind the company’s profit growth, saying only that they offer good value for money to their customers.
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