Describing itself as the purveyor of “Ireland’s most popular bed”, DFI Beds is based just outside Coalisland in County Tyrone, Northern Ireland, where it makes and sells beds, mattresses and headboards through its website and two stores. Following five years of growth, Brian – formerly the head of finance and accounting at another Northern Irish bedmaker, Comfizone – has invested in new machinery and staff, with a view to taking the business nationwide …
How might a child describe what you do?
My daughters talk about going to “big work” which is our retail premises, and “wee work” which is the factory. They don’t really know what I do – probably a bit like myself …
What’s the biggest long-term challenge you face?
Keeping the energy and high standards the business has set. There is always a risk of becoming too comfortable.
If you had 10 x your working budget, what would you spend it on?
I’d sponsor major sporting events and get invited over to enjoy them!
What would be the title of your autobiography?
Rebel with a Cause – Shaking up the Mattress World (I did use AI for clarity!).
What does ‘work/life balance’ mean to you?
Being in online retail work is life, as it is 24/7, but being able to put time aside for family/life is very important. My wife is very understanding, and knows that if I get an hour or two for work time, even on holidays, we will all enjoy it much more.
Who’s been your most influential professional mentor?
Colin Christie, MD of Christiesdirect.com – someone I enjoy chatting and listening to.
What advice would you give your younger self?
Study marketing – something I never thought I would say, as someone who was hell-bent on being an accountant.
What’s been your best day in business to date?
Black Friday, post Covid. We exceeded our expectations, and it was a proud moment to do so.
What’s the biggest myth about our industry?
That we all make loads of money!
What should everyone in our industry either stop or start doing?
Start adapting. The market, and market share, has changed – don’t be afraid to adapt.
Where do you see the industry going in the next 5-10 years?
Great question, and I’m confident I have the answer – retailers need to adapt. I can offer a service in Ireland which could save the local independents and major retailers alike. People want the ‘Amazon experience’, and I’ve the supply chain and logistics to do this.
