Dunelm acquired the Dorma brand rights back in 2008
Heritage bedlinen brand Dorma has diversified into new product categories including bulky furniture goods and mattresses as part of a wide-ranging brand elevation by Dunelm, its owner.

It has introduced a 30+ SKU line of mid-market living room, dining and bedroom cabinet furniture under the Dorma label, along with extending the brand's reach into pocket-sprung mattresses, home accents, décor, filled bedding and window dressings.

Dunelm's strategy for Dorma is similar to its launch of the Fogarty Sleep Zone earlier this year. Fogarty — best known for its filled bedding products — became a full bedroom merchandise programme comprising beds, mattress protectors, toppers, bedding as well as pillows and duvets.

Dunelm acquired the intellectual property rights to the Fogarty filled bedding brand back in the autumn of 2015, paying £4.8 million.

It has owned Dorma for even longer, paying £5 million to Dawson International back in the summer of 2008 for the brand rights. Dunelm was a big stockist of both Dorma and Fogarty merchandise prior to the IP buys.

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