DFS has been a household name for over 40 years – but many customers still have no idea what the company’s name actually stands for.
DFS boasts an impressive portfolio of 118 showrooms dispersed throughout the UK and Ireland, with a market capitalisation estimated at £316.09 million.
However, the story behind its name remains a mystery to many of its customers. Founded in 1969 as Northern Upholstery, the single Doncaster store was the starting point of what would become a prominent brand after Graham Kirkham acquired the DFS name from the Hardy Family in 1983 with ambitions of growth.
His mission was successful; by 2003, DFS claimed the title of the largest UK upholstery retailer and further extended its dominance to a peak market share of 34% in 2019, before steering towards a strategy targeting leadership in digital sofa retailing.
Yet, despite the ubiquity of DFS in British households, the meaning behind the acronym stumps numerous individuals, leading to an amusing debate on Reddit where one user jestingly opined: “No one actually knows what DFS stands for. My friend said ‘Da Furniture Store?'”
This comment spurred a flurry of humorous guesses, including another user’s entertaining attempt: “D is for discount. As in discounts across the whole store. F is furniture. Like all the great furniture we have inside. S is for sale! If my memory serves me well.”
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No one actually knows what DFS stands for. My friend said ‘Da Furniture Store’?
by inbritishproblems
One user humorously suggested: “I always thought it meant Deals Finish Sunday.” Another chimed in with: “Discount Furniture Store.” Someone else added: “Doesn’t Finish Sales.”
Yet another guessed: “Doncaster Furniture Store.” However, the company has clarified that DFS actually stands for Direct Furniture Supplies.
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A DFS statement reads: “With 118 showrooms in the UK and Ireland and a market leading website, the DFS brand has the sector-leading integrated retail proposition which is supported by nearly 4,000 employees across our showrooms, online team, manufacturing operations, warehousing, delivery and post sales servicing teams and support centre functions.
“We have a unique and differentiated sofa offering. In addition to strong promotional and core DFS ranges, we have partnerships with a number of leading lifestyle brands which together allow us to provide all our customers with a tailored range of products. Our innovation team is focused on developing new customer propositions, and we are trialing new ranges through online customer panels before piloting them through physical showroom presence.
“A key priority of our strategy is to drive the growth of the brand through developing new services to engage customers, enhancing our range and unique product offer and continued development of a seamless multi channel customer journey.”
Sourse: www.express.co.uk
