Sofa specialist Sofology previously traded as CSL, before becoming Sofaworks but was forced to rebrand to Sofology in 2015 after it lost a trademark dispute with rival DFS.
However, Sofology was eventually bought by DFS in a £25m deal in late 2017 and is run by a dedicated management team.
Sofology has adopted a more customer-centric business model in recent years, dropping commissions as a reward for its sales teams. There has been a shift from a hard sell to a more service-driven approach.
The retailer has invested heavily in its technology-driven customer journey and was one of the first furniture retailers to introduce iPads in-store.
It has previously shared plans for “significant investment in technology solutions to improve the customer experience”.
DFS has reported a decline in both profits and sales and warned that the developing coronavirus outbreak has made it impossible to give accurate guidance on its full-year results.
DFS has said it expects to deliver underlying profits in line with expectations, assisted by strong sales growth across its brands.
DFS has been given the go-ahead by the competition watchdog to complete its £25m acquisition of rival retailer Sofology.
It’s fast becoming a week of deals in the retail sector, with consolidation seemingly the order of the day.
After DFS unveiled its impending £25m takeover of Sofology, the sofa stalwart’s boss Ian Filby told Retail Week that the 37-store retailer has been on his radar for some time.
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