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no mention then of the somewhat confused offer that DFS have now developed by bringing in competing brands.

the huge equity in the DFS brand built up over many years should have seen them move in to a full line furniture retailer taking on Furniture Village and JLP head to head instead of buying other sofa led brands to occupy ex warehouse space. they could also have used the mezzanine space that they have in almost every store.

the senior management simply did not understand the strength of the DFS brand which they have now confused and diluted resulting in shoppers heading for more distinct offers.

even more draining is the move in to more UK owned Manufacturers where the tail will now wag the dog. up next is more advertising and severe discounts!