Furniture firm DFS sees sales increase as it attracts more upmarket shoppers

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​SOFA specialist DFS Furniture reported a strong pick up in sales following the launch of aspirational brands through its partnerships with retailers Sofa Workshop and Dwell.

The firm is broadening its appeal to more upmarket shoppers who previously considered the brand to be too down market and promotions driven.

DFS reported a six per cent jump in third quarter sales, lifting total sales for the year to date by 1.1 per cent to £487.3m.

The firm, which recently opened its 100th store, said it has seen a significant uplift in trading as consumers feel increasingly confident about the future.

CEO Ian Filby said: “We’re pleased with the progress since the winter sales. There are indications of health in the market and we’re positive about consumer confidence remaining stronger.

“It’s not a strong wind of recovery, but the environment is more positive.

“If people are feeling more positive about their long term security, they have more confidence to invest in products like ours.”

Earnings in the three months to April 26 rose five per cent, but were down from £48.3m to £41.8m in the nine months to April 26 as a result of weak autumn trading when balmy weather deterred customers.

Mr Filby said the group has developed its offer for more aspirational customers.

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