DFS to emphasise heritage, but leather will still come from China
20/02/2012
In recent comments to the Financial Times, the company that it has created several hundred new jobs at its two furniture factories in Yorkshire and Nottinghamshire and put both facilities on double shifts since private equity firm Advent bought it in 2010.
At the time of the acquisition, only 20% of the sofas sold in its chain of retail stores were made in the UK, but this has now risen to 30% and DFS has changed its advertising strategy to reflect this greater emphasis on heritage. The Financial Times said the furniture company spends £100 million a year on television advertising, making it the third-biggest buyer of UK television advertising slots, after major supermarket groups Tesco and Asda Wal-Mart. Until now, the main message behind DFS advertisements has been a seemingly never-ending sale.
However, the new policy has yet to extend to leather because the company plans to continue to import the upholstery for its leather ranges from China.
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