Blackfriar column: Retailer DFS rearranges the seating to the best effect

With its dire advertising shouting about money-off deals, it felt like a poor man’s Ikea, with no notion of style, sophistication or class.

All that has changed under CEO Ian Filby, who has introduced female friendly advertising that focuses on the sofa as being at the heart of the home.

This is a canny move as it is usually the woman who makes the decision on a new three-piece suite.

Advertising that says: ‘Here’s a great deal at nought per cent finance’ is great for menfolk, but women want their furniture to reflect their family and their values. For women, price is important, but it’s not the be all and end all.

DFS’s new style of advertising shows various couples, friends and notably families with children who see their sofa as a place for the family to reconnect at home after living separate lives outside it.

While price deals play a part in the advertising, they are no longer the sole message.

While the Doncaster-based group is keen to maintain its price credentials and core customers, the new adverts focus on a soft, fuzzy, warm feeling rather than hard bargains.

Another innovation for the group is deals with the likes of fashion label French Connection and aspirational magazines such as House Beautiful and Country Living.

The firm has seen considerable success with the launch of exclusive ranges of high quality sofas hand-crafted in the UK under these high profile brand names.

This has lured in the upmarket, aspirational shopper who would not have been tempted by DFS in its former guise.

The Exclusive Brands collection saw sales growth of 54 per cent over the half year to January 30, boosting volumes at its three UK factories, where the majority of these ranges are produced.

After a successful trial in a small number of stores, DFS has introduced a Sofa Workshop range of sofas into the majority of its stores as part of its winter sale and it reported encouraging results as it broadens the group’s appeal to wealthier customers.

At the same time, the group is determined not to lose sight of its value for money roots.

DFS has also stayed true to its core customer, the hard-up couple who are just setting out in their first home.

“You can get a three-seater fabric sofa for £249 at our sharpest price point. That’s fantastic value for money,” said Mr Filby.

In addition, the group’s interest free credit deal enables a young couple to do up their whole house on a budget as DFS also sells dining tables, beds and other furniture.

Mr Filby hails from high street toiletries retailer Boots where he helped to develop a number of successful make-up brands such as Number 7 and Ruby and Millie so he knows all about the power of the brand.

He said that few customers realise DFS is the UK’s largest manufacturer of sofas and it hand-makes every suite.

“We’re more likely to attract more affluent buyers if we play on our British heritage,” said Mr Filby.

“We want to make people feel comfortable about buying from us.”

He has extended this with a canny deal to support Team GB at this summer’s Olympic Games in Rio de Janeiro.

DFS sees significant potential to promote its brand with shoppers, leveraging the strong consumer appeal of Britain’s athletes.

Whether you’re a hard-up couple starting out on your first home or wealthy retirees enjoying spending the grandchildren’s inheritance, Team GB has a lasting cachet, an aura of authenticity that chimes in with DFS’s British roots.

DFS is on a roll.

It is in the process of transforming itself from a down market brand to one that offers value at one end of the scale and top quality at the other.