This month sees the launch of the latest addition to DFS’s brands offering - a new and exclusive range with TV personality and presenter, Amanda Holden.
This new collection reflects the latest step forward in DFS’s brands strategy, which over recent years has seen the retailer add exclusive furniture collections with popular British brands including Joules, Country Living, Ted Baker and French Connection.
Now extending into the celebrity personality space, DFS enlisted international basketball star Shaquille O’Neal to promote its recliner sofas March 2025, expanding to a Shaquille O’Neal Home range towards the end of the year, and will add the Amanda Holden collection to its offering from February 2026.
The new range was marked with a glamorous launch event at the iconic Bardo restaurant in St James, London, hosted by Amanda and DFS. The event gave press, influencers and VIP guests an exclusive first look at key pieces from the collection, which features statement sofas, armchairs, footstools and cushions all designed to bring Amanda’s style and vivacious personality to customers’ own living rooms.
Speaking about DFS’s move into celebrity brand partnerships, Kellie Wyles, Head of Upholstery at DFS, says: ‘As the largest furniture retailer in the UK, brand partnerships form an important part of our extensive product offering. Our exclusive brand ranges have proven incredibly successful in reaching new audiences and driving sales, giving consumers the chance to bring their favourite brands into their own home with stylish, comfortable and affordable furniture pieces.’
‘We’re excited to now extend our approach into strategic celebrity partnerships with much-loved household names like Shaquille O’Neal and Amanda Holden. We’re confident that their passion, personality and broad appeal will help us to continue to drive awareness of our growing offering, differentiate DFS within the market, and generate fresh consumer interest.’