Harricks, most recently chief customer officer at Ocado Retail, has also previously worked with Monsoon Accessorize and Currys.

Dunelm is looking to drive ‘deeper relationships’ with its customers, the company said in a press release. Harricks’ remit will extend across customer and digital and she will lead both teams.

The appointment follows Dunelm bringing in Clodagh Moriarty as chief executive last year. Before joining the retailer in October, Moriarty was chief retail and technology officer at Sainsbury’s and was responsible for customer experience as part of her remit. 

Clo Moriarty, chief executive, Dunelm, said: “We want to drive a relentless focus on the customer and Laura brings the right experience, energy and strategic capabilities to help us accelerate that journey. Her leadership will be crucial as we sharpen our digital experience, harness creativity and insights, and ensure our customers are at the heart of every decision we make.”

Harricks will join Dunelm’s executive team alongside Caroline Angell, who has been appointed chief people officer.