DFS to buy Sofology

In a statement, the furniture retailer said the acquisition will add a “strong distinctive” brand and business to its portfolio as it looks to build on the success of its Dwell and Sofa Workshop acquisitions.

Sofology has a network of 37 stores in the UK as well as an online store. The company’s chief executive and management team will continue to lead the business following completion of the acquisition.

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Having invested £5 million in technology development over the last eighteen months, Sofology benefits from omnichannel tracking and attribution, visualisation technology and personalised marketing content delivery, which DFS said has the…