DFS Opens Store in Central London's Tottenham Court Road

LONDON, June 15, 2012 /PRNewswire/ --

Move marks first high-street store for the UK's biggest sofa retailer

DFS has today opened its first store on a high street on Tottenham Court Road in central London.

As the UK's biggest sofa retailer with three UK factories and every sofa handmade to order, the move marks another first for the business, following the launch of its first store outside of the UK, in Dublin in April.

Having opened 11 new stores since 2011, DFS now has 86 stores across the UK - all in retail parks - and over 3,000 employees.

Within walking distance of Goodge Street, Tottenham Court Road and Warren Street Underground stations, the new store in Tottenham Court Road will reach London customers through a convenient location accessible by public transport.

In a nod to its location, the new store features a new 'Capsule' range, with compact styles aimed at urban living in the city's flats and apartments.

To make furniture shopping on a high street easier for customers, each member of the in-store team has been given an iPad, featuring a new app that uses augmented reality to demonstrate in 3D how customers' furniture choices could look in their own sitting room.

Ian Filby, CEO said: "Tottenham Court Road is a unique high-street, home to a number of furniture retailers. Setting up shop here means that we can serve customers who live in the city and who perhaps rely on public transport and who find it more difficult to travel to our out-of-town stores.

The additional technology we have in store and the tailored ranges means that we're confident we can offer a new and enhanced experience for customers buying furniture on the high street."