Brands over time

Dunelm
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

45 of Dunelm's own blog posts, press releases and announcements, 2024 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other DIY and home brands, and what it sounds like in its own words.

Pages measured
45
Years covered
2024–26
Archived before ChatGPT
0
Blog · press
1 · 44

01 · Homepage

One capture a year

Dunelm's homepage from 2013 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026dunelm.com26 Jun 2026
Dunelm homepage, 26 Jun 2026

Screenshot of Dunelm’s homepage (dunelm.com) as archived by the Internet Archive on 26 Jun 2026. © Dunelm or its licensors. Shown for comparison and review; not endorsed by Dunelm.

Homepage

2026

“to love your space”

Page title

Dunelm | The UK's Leading Home Furnishings Retailer

Open on the Internet Archive
  1. 2015Cool solutions for hot summers
  2. 2018Sizzling Summer Vibes
  3. 2020Snap up a saving and make a big difference to your room (not your wallet)
  4. 2022Limited time deals and your last chance for end-of-season steals
  5. 2024The Home of… Ooh, is that NEW?
  6. 2026to love your space

13 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
8
16
24
Home avg 12.8
18.0
20.3
17.2
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
2022no pages
2023no pages
202414 pp
202512 pp
20266 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202418.014
202520.312
202617.26

Years with pages: 2024 (14), 2025 (12), 2026 (6). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Dunelm among DIY and home brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. "We"

    159% more than its sector

    88% against a sector average of 34%; highest of 8.

  2. Questions

    98% less than its sector

    0.1 against a sector average of 3.1; lowest of 8.

  3. "You"

    86% less than its sector

    9% against a sector average of 62%; lowest of 8.

Sentence lengthHighest of 8
Dunelm 16.6
9.716.6
Contractions3rd lowest of 8
Dunelm 9.8
8.714.3
"You"Lowest of 8
Dunelm 9%
9%88%
"We"Highest of 8
Dunelm 88%
7%88%
QuestionsLowest of 8
Dunelm 0.1
0.16.4
Long wordsHighest of 8
Dunelm 31%
20%31%
Em dashesMid-table, 5th of 8
Dunelm 0.91
0.182.24
AI-associated wordsHighest of 8
Dunelm 2.59
0.492.59
Exclamations2nd lowest of 8
Dunelm 0.08
0.001.97
Page lengthLowest of 8
Dunelm 594
5941,613

Pages measured: Wickes 135 · Screwfix 8 · Homebase 121 · Dunelm 45 · Habitat 35 · Oak Furnitureland 18 · Magnet 88 · Farrow & Ball 16 · Dulux 134. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

04 · Vocabulary

Words Dunelm uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

customers96.2 vs 1.4
homewares63.1 vs 0.6
stores81.2 vs 0.3
specialist43.3 vs 0.7
retailer36.7 vs 0.3
joy32.5 vs 1.0
homes45.7 vs 3.0
textiles30.1 vs 0.3
local30.7 vs 1.3
curtains43.9 vs 3.6
DunelmSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 45 pages. Checked for product names and page furniture.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2024 · Press
“Dunelm, the UK’s largest homewares retailer, has recently launched a new ‘Rug Takeback Scheme’ in six of its stores across the Midlands.”
Dunelm
2026 · Press
“Dunelm is bringing timeless design back into the modern home with the launch of its new Dorma Archive collection. A curated range of seven exclusive bedding pieces that celebrate over 100 years of craftsmanship from one of Britain’s most iconic bedding brands.”
Dorma Archive Collection

06 · Every page

All 52 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 45 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 2 under 150 words of text, 4 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20266 pages
202512 pages
202414 pages
In the overall numbers, no year13 pages
  • Mattress relaunch guideundated · announcement · 315 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 580 wordsNo date found: in the overall numbers, not in any year
  • Ideas to Help You Find Your Bathroom Blissundated · blog · 420 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 507 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 615 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 564 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 371 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 520 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 273 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 242 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 587 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 483 wordsNo date found: in the overall numbers, not in any year
  • Dunelmundated · press · 173 wordsNo date found: in the overall numbers, not in any year
Not measured7 pages

07 · Method

How this was measured

The pages

Dunelm's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.