Our brands


We are the leading sofa retailing group in the UK – we operate across three brands, each appealing to different customer segment.


  • DFS is the leading retailer of sofas in the UK with a 50 year heritage
  • Headquartered in Doncaster it operates 115 showrooms in the UK&ROI, eight across Spain and the Netherlands 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
  • DFS is the most commonly searched term online in the sector, ahead of even “sofa”.
  • Sofa orders are fulfilled on a made to order basis

Total DFS retail showrooms: 126

DFS % of Group Revenue: 75%

  • Sofology is the third largest retailer of sofas in the UK
  • Headquartered near Warrington it trades through its growing national footprint of 50 showrooms and its website
  • Its marketing approach focuses on emphasing 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
  • Utilises a strong omni-channel model that enables the customer to start building a basket in showroom for completion there and then or once they are back at home
  • Its products are made to order

Total Sofology retail showrooms: 50

  • Dwell sells stylish, modern furniture, lighting and home accessories
  • Headquartered in London it operates online and from its 36 showrooms nationwide, 33 of which are co-located alongside DFS showrooms' with 'Dwell operates online and from its showrooms, the majority of which are co-located alongside DFS showrooms
  • Its customers tend to be affluent and slightly older families in the 35-55 age range
  • In contrast to the rest of the Group Dwell operates a stocked model from its Milton Keynes national distribution centre allowing for short customer lead times