I've seen these bikes in the shop, yes, they are cheap and nasty. Bottom line, your buying a gas pipe frame kitted out with low end components. It will do to get you around, and as the components break, you can replace them with better ones. Then you will have a gas pipe frame that will have cost you a lot of cash.
Makes more sense to buy a cheep used bike with a decent steel frame and a do the same.
Sports.Direct sold bikes under the Dunlop logo, despite many warnings not to, my mate bought one. Was replaced 3 times after the frames cracked. I imagine these could well come from the same factory?