DFS sets its sights on Holland

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Sofa specialist DFS Furniture is to expand into Europe with the opening of its first store in Holland next month.

The Doncaster-based firm carried out extensive research and identified Holland as the most suitable country for expansion.

DFS chief executive Ian Filby said: “Holland was one of the strongest countries for us.

“It’s probably easier to get there than to Ireland.

“Also it’s quite a fragmented market and there is a strong promotional element. The Dutch are known for strong value.”

The store opening at Cruquius follows the group’s expansion into Ireland.

“Holland is three times the size of Ireland or Scotland. It would be easy to see a ten to 15 store chain in Holland,” said Mr Filby.


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