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Conscious Choice

What is Dunelm Conscious Choice? Lots of our customers and colleagues tell us they want to know how to shop with the environment in mind, but making the ‘right’ decision for your home and the environment can be complicated. We’ve created Dunelm Conscious Choice with the aim to be transparent about our own-brand products and make it easier for everyone to find homewares that have a reduced environmental impact (compared to other products available from Dunelm).

The products that this label applied to aren’t fixed forever. As technology and knowledge on sustainability evolve, we’ll regularly review our Dunelm Conscious Choice collection to keep up with and reflect these developments.

Right now we’re focusing on the raw materials we use, as this is where our data shows the greatest opportunity to reduce the environmental impact of our products. We know it’s only one piece of the puzzle and we still have more to do, but our journey to improve the whole product life cycle begins here. We’re working behind the scenes to make meaningful changes, with long-term goals that include creating better supply chain processes and localising sourcing regions closer to assembling factories.

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The Dunelm Conscious Choice criteria

To get this stamp of approval, every item must be made from at least 50% more sustainable materials (by weight), compared to conventional alternatives. You can find out more about the materials we’re focussing on below.

Many of them also offer an extended guarantee of between 5-25 years. We want to encourage everyone to keep our products away from landfill, and have designed these items with quality and longevity in mind. Items with an extended guarantee have been rigorously tested to ensure they can be used, reused and will last the test of time.

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Certified recycled cotton means less waste going to landfill and helps the movement towards a more circular economy. Recycled cotton fabrics also avoid the large water footprint associated with growing virgin cotton.

Our certified organic cotton is grown without the use of synthetic fertilisers and pesticides, promoting healthier soils and safer working conditions for farmers when compared with conventional cotton farming methods.

Cotton sourced responsibly by Dunelm supports farmers and their communities through promoting less environmentally impactful growing methods and more equitable working conditions.

Made from certified recycled polyester from waste, like plastic bottles or manufacturing towards a more circular economy, reducing waste going to landfill. Compared with virgin polyester, recycled polyester helps conserve crude oil reserves during fibre production.

The man-made cellulosic fibres we’re talking about are made from wood pulp from responsibly managed forests. Cellulosic fibres are manufactured using less water compared to conventional man-made cellulosics.

Recycled plastic can reduce waste going to landfill and help conserve crude oil reserves. Recycled plastic reduces the carbon footprint associated with the manufacturing phase when compared with virgin plastic.

Recycled aluminium can reduce waste going to landfill and conserve virgin aluminium resources. Plus, manufacturing recycled aluminium requires less energy compared to virgin aluminium.

Recycled glass can reduce waste going to landfill and help the movement towards a more circular economy. Using recycled glass saves energy during the production stage when compared with virgin glass.

The timber in this product is from well-managed forests. These forests are managed in a way to preserve biological diversity while ensuring long-term harvesting viability.

Recycled paper can reduce waste going to landfill and help conserve virgin timber resources.

Recycled polypropylene can reduce waste going to landfill and help conserve crude oil reserves. Using recycled polypropylene helps reduce the material, carbon and energy demands associated with the manufacturing phase of the virgin material.

The feather and down in this product is sourced from supply chains with high animal welfare standards. Dunelm only uses animal derived materials that are a by-product of the food industry, which would otherwise have been disposed of.

This product is made using recycled feather. By using recycled feathers, we are reducing the volume of waste in the manufacturing process, and it helps to contribute to a circular economy.

This product is made using pre-consumer recycled ceramic. Ceramics are made using natural materials like clays, the extraction of which can negatively impact local ecosystems. Using recycled ceramics can reduce waste going to landfill and helps reduce the impact associated with the manufacturing of virgin ceramics.

This product is made using responsibly sourced leather. Leather is a by-product from the food industry and has a high carbon and water footprint. Our responsibly sourced leather is from rated tanneries that have completed assessments for environmental compliance in carbon, water, waste, and chemical management.

This product is made using more responsibly sourced linen. By using more responsibly sourced linen it promotes natural farming techniques where fertilizers, chemical pesticides and GMO crops are not used reducing the environmental impact in the areas it is grown.