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 117 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
  • Being the fifth highest spending UK retailer on advertising, it 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 1.7m unique visitors each month in the 12 months to June 2019
  • Sofa orders are fulfilled on a made to order basis

Total DFS retail stores: 125

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 42 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 stores: 42

Sofology % of Group Revenue: 21%

  • 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
  • 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

Total Dwell retail stores: 36

Dwell % of Group Revenue: 4%