I have purchased four sets of fitted sheets over the past couple of years and all sets have shrunk after only a few washes. They are now so tight that I cannot get them on the mattress. The second set were from their Hotel Collection 100% cotton. I have laundered them according to the instructions and having spoken to a lady working in the bedding department of another department store I decided to write to Dunelm on her suggestion. Dunelm answered my concern by saying that I should click on the location they offered as it will give me guidance about their bedlinen. I looked at the information and it was totally unhelpful and didn't answer my question. I wasn't asking for reimbursement just an answer why it should happen, so customer satisfaction is obviously not top of their list. Strangely enough when I mentioned the problem of shrinking sheets to a friend she said, "Oh you didn't get them from Dunelm?" So obviously it is a problem that Dunelm do not acknowledge. I feel disappointed because I have always enjoyed my visits looking around their store and other purchases I have made have not been a problem for me but I do view the store differently now. Such a pity.