The boss of national homeware retailer Dunlem has taken a 90% pay cut to help the firm through the coronavirus crisis.
Nick Wilkinson, chief executive of the Leicester headquartered firm, has taken the voluntary pay reduction to help the business survive the impact of the Covid-19 outbreak on the business.
It follows the company's chairman and non-executive directors waiving 100% of their fees and the executive management team taking a 20% pay cut.
All of the reductions will be in effect for three months, running from April to June.
Retailers have been hit hard by the outbreak ever since the Government ordered shops selling non-essential items to close to prevent the spread of coronavirus.
Dunelm's stores are still closed due to the pandemic but it has restarted its online business.
In a trading update, the firm said that its net debt, as of 11 April, was about £40 million and is eligible to access funding under the Bank of England's Covid Corporate Financing Facility.
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Mr Wilkinson said: "We remain focused on doing the right thing for our colleagues, customers and the communities where we operate, and I am pleased that we have safely re-opened our online operations.
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"I am immensely grateful for the dedication and commitment of our colleagues and supplier partners who have demonstrated great agility and determination in a dynamic and unprecedented situation.
"While many uncertainties remain, we have ensured that Dunelm and its many stakeholders will be well-supported through this difficult period and are confident that we will emerge from this crisis as a stronger business ready to return to sustainable and profitable growth."