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Dunelm set to drop ‘Mill’ from branding as part of £3m brand overhaul

Dunelm, having dropped the ‘Mill’ from its branding, is set to launch its first national TV campaign as part of a £3m brand overhaul.

Dunelm: set to lose the Mill

The homewares retailer is set to rebrand all its stores and marketing communications from ‘Dunelm Mill’ to ‘Dunelm’, and introduce ‘There’s no place like Dunelm’ as its new strapline.

Two 30-second TV ads will be tested in the South West, the Midlands and the North, before being rolled out nationally in spring 2014 if successful.

Dunelm chief executive Nick Wharton described the move as ‘an evolution of its branding communications’ to Retail Week, adding: We want to communicate ourselves to a broad audience that our product offer is incredibly strong and the best value for money.”

The company is also set to spend between £4m and £5m overhauling its web presence, as it looks to create a more personalised experience.

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