DFS has opened a store in Bromley a 10th of the size of its typical out-of-town format to give easier access to customers in the area.
Having opened its first smaller-format store in Westfield Stratford City in March 2015, the sofa specialist has extended its trial into intu Bromley.
DFS chief executive Ian Filby said that customers get “exactly the same high quality of store experience and service” in the smaller-format stores as they do at traditional out-of-town DFS stores.
He said: “There is obviously a reduced physical range due to space constraints. However, we utilise our ‘Swoosh’ technology to visualise all our range options on the big screens in store. We can show any customer all our model, colour and material options, while they can sit on the product, which is obviously crucial when buying a sofa.”
Filby believes that the shopping trends observed at Westfield Stratford “will be mirrored at the Bromley store”.
He adds: “Our omnichannel format is ultimately designed to give urban, and perhaps even rural, customers easier access to a local store and complement our large store estate.”