DFS chooses Intu Bromley for second small format store
DFS has chosen the Intu Bromley shopping centre as the location for its second small format store as it looks to target affluent customers in one of Londons largest shopping destinations.
A tenth of the size of DFS’s typical out-of-town format, the new 2,862 square foot store offers customers a taster of the retailer’s full product range with the opportunity to digitally customise a piece of furniture’s material, shape and style.
DFS said it had selected Intu Bromley due to its annual footfall of 18 million and prosperous customer base, with 90% of shoppers drawn from the most affluent ABC1 socio-economic group across south London and Kent.
Tim Stacey, chief operating officer at DFS, added: “Opening DFS at Intu Bromley is part of our trial of small format stores in densely populated urban locations. As a high-footfall destination shopping centre, Intu Bromley is an ideal location for us to demonstrate how we can reach more consumers without cannibalising our larger retail park stores."
The store opening follows increased level of demand from retailers and customer following the refurbishment of Intu Bromley. In addition, a new alfresco dining area overlooking Queen’s Garden in Bromley will open in July 2016.
Rebecca Ryman, regional director of Intu, said: “Intu Bromley’s refurbishment and revitalised mix of retailers is attracting a high number of affluent shoppers from further and for longer so this is exactly the right space for DFS to target customers with their flagship small format store.”
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