THE country's leading homeware specialist has chosen Croydon as the home for its first concerted break into the London market.
Dunelm, which outsells IKEA and John Lewis for homeware goods nationally, has 142 stores across the UK but fairly sparse provision in the south east.
Its decision to open its 143rd store in the Valley Park retail centre off Purley Way, is therefore seen by the company as a significant step forward in its expansion programme.
Store manager Steve Morris said: "You don't often get the chance to start something from scratch which is what I have been able to do here.
"The company looks at this as being its first proper London store and we are just waiting for it to take off.
"I think the ambition is for it to become the number one store."
The new store is based in the former Marks & Spencer At Home premises which have been empty for around three years.
It has taken on 120 staff, most of whom Mr Morris has recruited locally through Job Centre Plus in Croydon.
The opening ceremony was performed on Thursday by the Mayor of Croydon, Councillor Yvette Hopley.
She said: "It is fantastic to have Dunelm has decided to come to Croydon and is employing over 100 local people."
Dunelm was founded in 1979 by husband and wife team, Bill and Jean Adderley, from a market stall in Leicester.
Its progress was rapid with first small stores opening mostly in the Midlands but as expansion gathered pace, stores are now located across the UK.
It is noted for its wide range of homeware items ranging from bedding, curtains and lighting to kitchenware, electrical goods and wall art.
According to Mr Morris, the Croydon store will also offer the widest range of furniture in the group.
Carole Brown, Dunelm's director of marketing, said: "The aim has always been to combine quality with value."
She said the company had been looking at moving into Croydon for a long time but suitable sites did not turn up very often.
Valley Park was, she said, a strong retail area and she believed the new store would draw people in from Croydon and a long way beyond.
Ms Brown said the company was sure the store would be successful.
She added: "We wouldn't be here if we didn't think Croydon was a good place to be.
"We are very choosy about where we go and where we invest."
