DFS, the UK’s leading retailer of upholstered furniture, has announced a new brand partnership with contemporary furniture and home accessories retailer, Dwell.
DFS’ partnership with Dwell, which provides modest financial support, follows the recent return of the original leadership team including the founder Aamir Ahmad, and aims to help the Dwell brand reach its full potential.
Aamir founded Dwell in November 2003, creating a modern and strong business through a combination of great product design and excellent customer service.
Aamir, alongside the original leadership team, left the business in 2012 but returned to acquire it when Dwell entered into administration in July 2013, with a strategy to re-focus on its core strengths, building a robust platform for future profitable growth through five urban stores and a highly-effective website.
The two businesses will continue to be run by separate management teams under separate ownership.
DFS CEO Ian Filby says: “We believe Dwell is a strong furniture brand with a unique proposition and growth potential, which complements the DFS brand and product offering.
“This partnership builds on our successful relationship with Sofa Workshop and our exclusive brand partnerships with French Connection, Country Living, and House Beautiful, all of which assist in strengthening DFS’ appeal and broadening our reach to consumers.”
Aamir Ahmad, CEO of Dwell, adds: “We’re delighted with the interest that DFS has shown in Dwell and the recognition that we can take this brand from strength to strength. The partnership provides us with additional financial support which is very valuable to the business as we build the brand.”
