Let me change your preconceptions of DFS with their brilliantly British Britannia collection…
It’s now less than 100 days until the opening ceremony of the Rio Olympics and as Team GB are pouring all their energy into ensuring we achieve the best medal haul to date, there’s been an exciting launch much closer to home… DFS just unveiled their very own Team GB collaboration collection, aptly named Britannia.
It’s fair to say that in recent years DFS, whilst being a family friendly choice with their stain guarded sofas, they have also become synonymous with colour jammed, fast paced TV ads offering eternal free credit and endless bank holiday sales. But this was a far cry from the DFS I got to see a week ago when I they whisked me off for a couple of days (yes, first night away from Casper – ahhhh, sleep!!) for a behind the scenes trip to their home in Derbyshire! Yep, they took one look at this knackered mum and thought – she needs to see what goes into those sofas her boys use as trampolines everyday! Let’s give her a break!
I was given a glimpse into one of their factories where I gawped open mouthed, in awe, at the incredibly skilled upholsterers and nimble fingered sewing machinists, busily hand making each sofa to order – yup, no stock just sitting on shelves here!
I visited their design studios, where I met with Philip Watkin, design director and the creator behind the new Britannia Collection. Philip talked me through his design process from inspiration to final product, including chatting with the Team GB athlete’s for their input. With its re-imagined, deep, classic Chesterfield style; a luxurious linen blend fabric from British mill – Art of the Loom; striking, gold stud work – each of the 233 studs on the accent chair representing a gold medal won by Team GB to date and, the exquisitely turned oak feet – the Britannia really is the epitome of everything that’s great about Great Britain’s furniture industry.
When the athletes retire to their Rio residence after a day of competing, they wanted it feel like a home away from home, with the creature comforts they’d return back to here in Blighty. This is the exact reason DFS will be sending over 50 sofas to the Team GB HQ in Rio – ensuring our heroes get the rest and relaxation they need to bring home that bling! But The Britannia is not just the reserve of the super talented and uber fit athletes from Team GB, us mere mortals can now get our hands on a slice of that beautifully British crafted design classic. Available in four, subtly patriotic shades (no colour jamming in sight) from a scatter cushion through to a 4-seater sofa, this limited edition sofa will be keeping your home stylish and well rested long after the closing ceremony… take a peek HERE!