Homeware retailer Dunelm has opened its first high street store, bringing together bestsellers from its usual out-of-town stores.

The new concept store, Dunelm Edit, was opened in Crawley, West Sussex at the end of May, as reported by Retail Gazette.

Dunelm, which has stores in Gloucester and Cheltenham, recently reopened all of its stores, after the government updated its lockdown guidelines to include homeware and furniture stores as 'essential retailers'.

Dunelm Edit features products that are most popular in the Crawley area and the company said this localised way of stocking the store would be replicated in future branches, as the concept expands to other areas.

The new store also features dedicated live, eat and sleep zones to help customers to shop. Customers aren't just limited to the products available in store, as products available online are also made shoppable through the displays. Customers can even see curtains, blinds and wallpaper come to life at Dunelm Edit using augmented reality technology.