Our brands

DFS is the leading retailer of sofas in the UK with a 55 year heritage

Headquartered in Doncaster it operates 115 showrooms in the UK&ROI and a leading web platform

The brand is promotionally led with broad reaching advertising campaigns that drive brand recall and focus on comfort and value for money

Its customers tend to have average national income and a high proportion are young families

As one of the UK’s most visible retail brands, DFS is often an anchor tenant driving significant footfall to destination retail parks.

DFS is the most commonly searched term online in the sector, ahead of even “sofa”, and its website received an average of 1.8m unique visitors each month in the 12 months to June 2024.

The majority of Ssofa orders are fulfilled on a made to order basis

Sofology is the third largest retailer of sofas in the UK

Headquartered near Warrington it trades through its growing national footprint of 58 showrooms and its website

We see an opportunity to expand the showroom portfolio with a medium-term target of 65-70 showrooms.

Its marketing approach focuses on emphasisingemphasing product design and quality

The use of well known celebrities in its TV and digital adverts has helped build its brand awareness and distinctiveness

The brand appeals to a slightly more affluent than average customer

The majority of Iits products are made to order