Dunelm's original name surprises fans - some forgot it was changed

Shoppers have just been reminded that Leicestershire’s own Dunelm was once named something very different. And some are in disbelief.

The homewares store, which had its headquarters in Syston, is known and loved for its home bargains and is today considered a staple on the high street. But th firm was not always known as ‘Dunelm’.

In recent weeks, we have discovered quite a lot about the brands we know and love. For instance, as The Mirror pointed out, you might have noticed that Asda and Aldi recently changed their logos.

Some of you might remember when a hidden name was discovered within The Range logo. If you cannot quite remember, just take a closer look at the iconic branding – or read this.

Now some shoppers are learning of Dunelm’s old name. The homeware firm underwent a rebranding in 2013 when the logo and name because what we know it to be today, although many of us here in Leicestershire still call it by its old name.

Before it changed, the homewares store was called Dunelm Mill and the logo was a lighter shade of green. Those who were unaware of the old branding found out when it came to light on social media earlier this week.

A journalist named Mared Parry tweeted: “Was Dunelm once called Dunelm Mill or did I completely make this up?” A number of fellow Twitter users were stunned – for them it was new information.

One person asked: “Since when?” “Wait, what?” another wrote.

Someone else agreed with Mared, saying: “Just found an old Dunelm Mill bag earlier ….. Its now en route to America as its used as inner wrapping for a gift.” And Dunelm themselves got involved in the conversation, clarifying that they were “Dunelm nee Mill.

When the firm opened its first store in Churchgate, Leicester in 1984, it was called Dunelm Mill. It was changed 15 years ago, according to the Dunelm website to reflect what it had commonly been called by customers.

And they’re not the only ones who had a name change – Home Bargains also used to be called something else. The store was originally called Home and Bargain until 1995.

Last year they fooled everyone with an April Fools’ joke that they were reverting back to their old name. They shared a snap of a mocked-up store with the different branding adding: “Yes, Home and Bargain is coming back!”