Dunelm and Age UK COTY Partnership 2024-2026

Client: Age UK

In 2024, Dunelm and Age UK launched a three-year strategic partnership to create communities that feel like home for older people, uniting in a shared ambition to bring comfort and connection back into the lives of the nearly 1 million older people who often feel lonely and the 1.9 million living in poverty. The partnership focuses on three objectives: delivering direct, long-term impact for older people; building awareness through durable campaigns and strong local partnerships; and mobilising colleagues and customers to raise £2 million.

Across all 194 stores, exceptional colleague and customer commitment has raised £2.02 million - surpassing the original target a year early and helping Age UK to support over 300,000 older people.

Dunelm’s Home Sweet Home programme provides vital one-to-one support to older people, helping them remain safe, warm and financially secure. Nationally, Dunelm have also funded essential services including the Telephone Friendship Service, and Age UK’s housing Information and Advice.

Major campaigns - Act Now, Age Better and Delivering Joy - have deepened community impact, strengthened ties between stores and local Age UKs, and increased awareness of the issues older people face.

Together, we’re driving meaningful change - building communities where older people feel at home.