Home Fragrance
• Popular category within NHM Dunelm ranges, including 3 top 10 bestselling products
• 4th top category by sales quantities, with over 200,000 units sold
• Almost 40 home fragrance products produced for the NHM Dunelm ranges since 2022
• Botanical themes/scents, particularly Tropical Botanicals, performing strongest
• Botanical Paradise is the top performing fragrance for both reed diffusers and candles
• Museum and Shore have been popular themes following Botanicals, with the candles within ceramic shells selling well as an alternative product type
Nearly 20K units sold
Botanical Paradise Diffuser No. 5 overall bestseller in NHM x Dunelm range
Wild Rose Diffuser No. 7 overall bestseller in NHM x Dunelm range
Tropical Island Diffuser No. 6 bestseller in NHM x Dunelm range
Bedding & Cushions
• Bedding as the second biggest NHM x Dunelm homewares category for sales/royalties and cushions as the fourth biggest, both exceeding 6 figures in royalties
• 3 cushions included in the top 10 bestselling all time products in the NHM x Dunelm ranges (2 x Kingfisher, 1 x Heron designs)
• Over 40 cushions launched under NHM x Dunelm since 2022
• Native birds and botanicals as the strongest themes across adult bedding, with Kingfisher as the leading design
• Dinosaurs as the strongest theme on kids bedding
The Trustees of the Natural History Museum, London
Homewares Bestsellers - Overview
Home Accessories & Kitchen
• Top category for NHM x Dunelm in terms of sales units
• Category generating six figure royalties for NHM
• Patterned doormats, novelty mugs and the Marsh Botanicals kitchen textiles range as top performers
• Within the Marsh Botanicals kitchen textiles, the double oven gloves, single oven gloves and seat pad have each sold over 10K units to date
Both top 10 bestsellers in the NHM range
Over 15K units sold of each
• Unusual items, like the octopus glasses holder have performed strongly, as well as decorative items such as the patterned sand timer and hare ornament
• Birds, native botanicals and the Museum (e.g. architecture) have been successful themes in this category
© The Trustees of the Natural History Museum, London
Homewares Bestsellers - Overview
Marsh Botanicals oven gloves
- a top 10 bestseller
No. 3 bestseller Over 20K Units sold
Top 15 bestseller
Curtains & Blinds
• Curtains are the top category for the NHM x Dunelm range in terms of royalties
• The top 10 SKUs within NHM curtains are all variants of Kingfisher in Peacock
• The Kingfisher design alone has generated 6 figure royalties across curtains and blinds
• Birds and native botanicals are the top themes across curtains
• Ocean is the top theme across blinds, with the top two designs featuring fish and shells
Reef – bestselling design for blinds
Kingfisher– bestselling design for curtains
©
The Trustees of the Natural History Museum, London
Lighting
• 45 NHM x Dunelm lighting products since 2022
• Unique and quirky designs, such as the Ammonite table lamp, Toucan table lamp and Dodo table lamp performing strongly
• Over £10K in royalties generated by the Porcelain Ammonite table lamp
• Architectural, Museum-inspired lighting from NHM’s Signature collection also among the bestsellers e.g. simple glass and brass wall lights, the glass cloche table lamp and banker style lighting
• Within light shades, birds and botanicals are strong themes
Bestseller in lighting category
Top 30 bestseller for NHM x Dunelm overall Nearly 10K units sold
© The Trustees of the Natural History Museum, London
Homewares Bestsellers - Overview
No. 2 bestseller in lighting category
No. 3 bestseller in lighting category
No. 4 bestseller in lighting category
No. 5 bestseller in lighting category
• Birds and botanicals are top selling themes for adult wallpaper
• Dinosaurs as the bestselling designs for kids, with All About T.rex ranking 4th overall in the category
• 50 wallpaper skus produced under NHM x Dunelm across both adult and kids designs since 2022
• 2 wallpaper designs (Kingfisher and Arboretum) rank in the top 20 all time bestselling products from the NHM x Dunelm ranges
Woodland is second most sold NHM wallpaper design
A top 20 NHM x Dunelm product
Over 10K units sold
Kingfisher design as top selling NHM wallpaper
A top 15 selling product overall in the NHM x Dunelm range
Third most sold NHM wallpaper design
Kids
• Bedding is the strongest NHM x Dunelm category for kids
• Seasonal products (wrap, decorations, crackers) and home accessories e.g. mugs have also performed strongly for kids
• Dinosaurs is the strongest theme, with all 20 of the bestselling products being dinosaur or fossil themed
• The bestselling plush was the Stegosaurus, which ranked in the top 10 kids products overall in the NHM x Dunelm ranges
• All About T. rex and Fossil Forager were strong performing designs across both bedding and wallpaper
Both top overall 10 bestsellers in the NHM range
Top 2 kid's products
Over 15K units sold of each
All About T. rex bedding: 4th bestselling kids' product
Fossil Forager bedding: 5th bestselling kids' product
Ocean to Sky bedding: top 10 kids' product, 3rd top bedding design
3rd bestselling kids product
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