DFS Group at a glance


Our Purpose 

Our purpose is to bring great design and comfort into every home, in an affordable, responsible and sustainable manner.

Our customers and our people are at the heart of everything we do, and our culture is reflected in our core values.

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We treat them as we would our own family and keep them at the forefront of our minds because they are the heart of our Group. We bring our whole selves to work and are confident to speak up. We accept each other for who we are and respect each other as part of our family. We play to win for the same team, focused on our shared family ambition. We are bold, brave and welcome challenge as a chance to innovate.

What makes us, us 

 Our brands 

  • DFS and Sofology are complementary – they appeal to different customer segments and allow us to target the majority of the market with creative direction managed by each brand team.

  • We design, retail, manufacture, deliver and carry out after sales servicing.
    Each brand curates their own ranges, supported by specialist in-house design teams.

  • Our brands, national network of showrooms across the UK, Ireland are staffed by our highly motivated and experienced sales colleagues.

  • We invest in our websites to ensure they keep inspiring our customers and make it easy for them to browse and buy online.

  • We manufacture around 20% of all Group sofas across our own UK factories and wood mills.

  • We operate our own distribution network though, The Sofa Delivery Company with a nationwide network of distribution centres, circa 200 delivery vehicles and over 600 delivery colleagues who carefully install our products into our customers’ homes. Our delivery network benefits from innovative custom-built route mapping technology which improves operational efficiency and minimises fuel consumption.

  • Our team of over 200 service managers and technicians carry out servicing to address any after sales issue.

 Our people 

  • We would not be the market leader without our incredibly talented and enthusiastic 5,000 plus colleagues.

  • Our award-winning apprenticeship schemes support individuals to become highly skilled in specialist occupations.

  • Our Driver School set up in 2022 provides career progression and improved pay for our colleagues, principally warehouse operatives and 3.5T drivers by funding their training to become 7.5T HGV drivers

 Our future 

  • We invest in our business for the long term and with 38% of the UK upholstery market across the Group we have a differentiated depth of resource.

  • In the Home category, we continue to strengthen the foundations for growth in this £5bn market opportunity, with a drop-ship delivery solution launched and exclusive brand partnerships extended to bed ranges. We believe that our existing customer base, our interest free credit offer and our group platforms leave us well positioned to grow market share in this segment.

  • We operate in an affordable, responsible and sustainable manner. Making sure our business is built on the right ethical foundations to ensure that with our sofas our customers can be comfortable in every way.

  • Carbon reduction plan now developed to reach our ambition of Net Zero by 2040, on track to submit targets to SBTI by June 2024.