DFS Furniture is understood to be talking to agencies about plans to
expand beyond its Northern base and into the South of England.
DFS, the Doncaster-based furniture chain that has been extremely
successful in the North and Midlands, is keen to establish a similar
presence in the South.
It is talking to a raft of agencies, including the Leith Agency and one
unnamed media independent, together with the incumbents, Grey
Advertising and MediaCom.
In the North and Midlands, the client uses Grey for all creative work
and MediaCom for strategic media advice. Buying is handled in-house.
DFS spends about pounds 10 million through the local press and TV. Its
spend in the South will depend on the number of stores it opens and the
pace of development.
The furniture giant specialises in huge out-of-town showrooms, where it
stocks a wide range of furniture, from budget items to more upmarket
ranges. It is expected to take the same approach in the South, where it
will go head-to-head against Courts, Suite Centres and Essex Furniture.
Grey was first appointed to the account five years ago without a pitch.
Before that, DFS worked with a number of small local agencies and used
Grey declined to comment on DFS’s search. But Andy Troullides, the
managing director of MediaCom, said: ‘We have given them strategic media
He refused to comment on the expansion plans.
DFS is owned by its chairman, Graham Kirkham, who founded the company in
1969. He is understood to have been eager to expand the company further
since a successful flotation in 1993.