YPIE Blog – week two, day four – DFS

Now in its fifth year, the Young Professional Industry Experience is our unique three week intensive programme where a group of young people are given the opportunity to visit 20 industry leading companies and understand all areas of the furniture industry, including materials, designing, manufacturing, pricing, marketing, sales, and customer service.

Young Professional Industry Experience participant Billie Watts reveals what the group learned on their trip to DFS.

Today we visited DFS, where we were greeted by Russ Platts, from the training and development team.

We began the day by discussing the heritage of DFS, learning that it was created in 1969 out of an old abandoned billiard hall. We were told how the original owner, Lord Kirkham, expanded to six stores in the North of England under the name Northern Upholstery, then expanding further South to Derby and changing the company’s name to DFS. Now DFS is the UK’s biggest sofa retailer and manufacturer.

Russ also highlighted the changing marketing mediums, and how social media has such a large influence on consumers buying habits. The growth of online sales is affecting the retail industry considerably. To adapt to this change, DFS has invested a lot of time, research and resources into its  website, means of communication through their online help desk and much more.

On DFS’s journey to become world class, it has invested in a training and development centre, offering apprenticeship schemes in all areas of the business. DFS values a sustainable working environment for its staff and has become one of the top 15 employers in the UK for four years running.

During the factory tour, we got an insight into the overall efficiency of processes. It was clear that the company’s motivation strategy was based on positive competitive incentives. Every member of the factory team had a vital part in the production of making the sofas. It was clear that they were all passionate and motivated in their roles.

One of the potential future challenges that DFS face is the need for upholsterers, as the industry is specialist and there is  a lack of upholstery opportunities.

In conclusion, as a whole DFS focuses on providing excellent customer service, development opportunities for its staff and pride itself on its quality and innovation, showing this by providing a sofa for every demographic.