Dunelm entered into a comical exchange with shoppers who were left divided after spotting a new product dubbed "any old plank of wood" online.
Retail stores remain closed due to ongoing lockdown restrictions brought on by the coronavirus pandemic but shoppers are still able to view and order items online.
Prime Minister Boris Johnson this week confirmed non-essential retailers such as clothing and homeware stores, betting shops, electronics stores and more could begin to reopen from April 12.
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Like many stores, Dunelm has been keeping shoppers updated on its stock via social media.
Taking to Instagram, the popular homeware brand shared a photo of its new environmentally friendly bath rack and towels.
Captioning the image, Dunelm penned: "Friday nights in the tub just got a whole lot better with our NEW Ash Wood Bath Rack and Bamboo Towels
"They're both made from materials that are kinder to the planet, so you can have a relaxing soak knowing you're supporting a more sustainable future."
The photo gained almost 4,000 likes but shoppers were left divided over the item - prompting Dunelm to jokingly hit back.
Anny said: "that tray is literally a slab of wood - not sure how u can charge that much for it. I will grab one from the shed and make my own."
Dunelm replied: "thanks for your comment! We’re going to hold an emergency BOARD meeting to get to the root of the problem here in the meantime, why not check out all of our other bath board styles over on our website."
One shopper added three laughing emojis and said: "This just a plank of wood."
But Dunelm quipped: "please WOOD you forgive us? Our ash wood bath board is part of our new sustainability sourced range however if it’s not your style then we have loads more on our website to choose from."
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Charlotte commented: "Just looks like any old plank of wood."
Dunelm said: "please WOOD you accept our apologies our Ash wood bath board is made from sustainability sources materials that are kinder to the planet making it a pretty special piece of wood."
Jeanette added a series of laughing emojis and said: "It’s a floorboard."
Penny said: "Exactly! £15 for plank!" To which Dunelm replied: "We reckon it beats a flat pack... at least it comes fully assembled."
Joella said: "I for one think this WOOD look great in my bathroom."
Cara added: "Loving Dunelm's responses here."