Our brands


We are the leading sofa retailing group in the UK operating across our two core brands, DFS and Sofology.

 Our brands

  • DFS is the leading retailer of sofas in the UK with a 50 year heritage
  • Headquartered in Doncaster it operates 118 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 2.0m unique visitors each month in the 12 months to June 2022.
  • Sofa orders are fulfilled on a made to order basis

Total DFS retail showrooms: 117

DFS % of Group Revenue: 79%

  • Sofology is the third largest retailer of sofas in the UK
  • Headquartered near Warrington it trades through its growing national footprint of 55 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 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
  • Its products are made to order

Total Sofology retail showrooms: 58

Sofology % of Group Revenue: 21%