The firm, which operates stores in the Midlands and North, expects to float at around £400m.
‘From a communications point of view it's interesting because the Dunelm name isn't established in southern England and Ireland,' said Hogarth associate director Fiona Noblet. ‘Part of the brief will be getting the name better known.'
The LSE listing is seen as a way of improving Dunelm's status and providing a launch-pad for future expansion - the company hopes to double its UK presence to around 150 stores.
Dunelm, founded by Bill Adderley in 1979, started out selling bedding and curtains in a Leicester market. The chain now has 82 stores, 65 of which are out-of-town.
The family behind the business will bank around £120m from the move and will still control around 70 percent of the business. The firm sells home furnishings, fabrics, linen, rugs, bedding and lighting.
Noblet and Hogarth partner James Longfield head the account, reporting to Bill Adderley's son - company chairman Will Adderley -who has run the company for the past ten years. Noblet drew a parallel with media interest in high-street retailer Debenhams, which relisted in May at £1.68bn - a move handled by Gainsborough Communications.
‘After Debenhams, I think Dunelm will continue to create a lot of media interest,' said Noblet. ‘There's an appetite for British companies floating and family success stories such as Dunelm.'
