Dfs (retailer)
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- The correct title of this article is dfs. The initial letter is shown capitalized due to technical restrictions.
dfs is a national furniture retailer in the United Kingdom which specialises in sofas. It was founded in 1969 by Graham Kirkham, now Lord Kirkham, who made furniture above a shop in Carcroft, Doncaster, South Yorkshire, and sold it downstairs. It was formerly listed on the London Stock Exchange and was a member of the FTSE 250 Index at one time, but it was taken private in 2004.
The chain was originally called Northern Upholstery, but the more neutral name of DFS was first used when they purchased the former Direct Furniture Supplies (DFS). DFS have used 'Deals For Sunday' as their full name in marketing in the past, a name which has become popularised in reference to the root of their abbreviated name.
It is noted in popular culture as having seemingly never-ending sales, through extensive marketing. Its advertisements have also been critically noted as normally featuring overly large styles of sofas in minimalist designer houses, which boast far more space than the typical house of the target audience of the advert.
