Out-of-town furniture retailer DFS has opened its first high street store in central London in a move to take advantage of urban shoppers.
As first revealed by Retail Week in March, the two-floor interior has been heavily revamped with new flooring and a different configuration of space. This includes an increased selling area at the rear of the basement level as DFS opened up stockroom space.
Keith Baker, operations director, said: “We’re not a stock business, so we’ve been able to gain a little space. But it was really a matter of taking down some of the high walls and high racks.” The store’s selling area now stands at around 15,000 sq ft across the two floors.
Extensive use has also been made of technology in the store with all staff equipped with iPads that have “Room Planners” preloaded onto them, enabling them to help shoppers imagine how a space might look with a specific item in it. Baker said this is a trial and plans are in place to roll this out if the pilot proves successful.
The new interior has been designed by consultancy 20/20.
Property agent CBRE acted for Next. Harvey Spack Field acted for DFS.