DFS is the most commonly searched term online in the UK homeware sector, ahead of the word “sofa”, according to the retailer.
The furniture group attracts 1.8mn unique visitors to its DFS website every month, and has also been working to refresh its Sofology brand.
“DFS and Sofology – they appeal to different customer segments and allow us to target the majority of the market with creative direction managed by each brand team,” explains Steve Johnson, chair of the board, DFS.
DFS has a 55-year history and 115 showrooms across the UK. It delivered £768.5mn revenue for the group in 2024.
“The DFS brand, which has a broad appeal, offers a market-leading choice of products. Its trusted, friendly service and digital approach to connect our showroom, web and telesales channels enabling customers to shop their preferred way has continued to improve with post purchase Net Promoter Scores reaching record highs of 92.8%,” adds Tim Stacey, chief executive officer, DFS.
Sofology is designed for “slightly more affluent consumers”. Currently, there are 58 showrooms across the UK but with expansion plans set to boost its £200.6mn revenue. The group is targeting a showroom portfolio with a medium term target of 65-70 sites.
The group may have 173 showrooms across the UK, but 81% of its customers do their research online, making a combination of digital and physical retail key to DFS. It stressed that its integrated platform makes it “channel agnostic and flexible to support customers how ever they want to shop”.
This is all supported by The Sofa Delivery Company, the group-wide supply chain platform. Through a dedicated network of customer delivery centres and delivery fleet of 253 vehicles, DFS is able to carefully deliver products to customers’ homes and provide a comprehensive installation service.
Of course, a huge part of a new sofa delivery and installation is the removal of old furniture. Getting rid of an old sofa responsibly and conveniently can be a real issue for customers.
DFS works with Clearabee to collect customers old sofas and take them to the nearest recycling centre where it will be broken down to its component parts to reuse, recycle or create new energy. The retailer estimates 56,800 sofas have been saved from landfill this way.
This is one of six company profiles in the brand new Global Homeware 2025 report. Our analysis of the global homeware sector is illustrated with company profiles showcasing the approaches being taken by six retailers from Brazil, France, Sweden, the UK and the United States. Each profile has a different focus, from brand transformations to celebrating craftsmanship.
Ikea, Maison du Monde, Mod-Lighting, Ortobom and Room & Board are also profiled.
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