DFS is to widen its brand offer with an Amanda Holden collection.
Working with the retailer’s design team and manufacturer The Branded Furniture Company the broadcaster helped curate a collection that captures her love of luxury while staying true to family living.
‘I wanted this collection to feel joyful, warm and full of life. My home is a place for family, friends, laughter. I wanted a range that made me feel proud when hosting and comfortable when lounging after a busy day. Every style in the collection has those little touches that I love: a bit of glamour, a bit of fun, and loads of comfort,’ she says.
The collection will launch next Spring, with three signature ranges, from clean neutrals to bold, rich statement pieces.
‘The BFC were fantastic partners to work with. This is our third collaboration together, and once again they’ve captured the essence of what the brand truly is and how to capitalise on a space in our product offering. The range not only feels authentically “Amanda”, but also brings something fresh, confident and uplifting to our customers,’ says Kellie Wyles, DFS group head of upholstery buying and brands DFS and Sofology.
‘Amanda is a dream partner to capture the nation’s attention. She’s stylish, warm, hugely recognisable and genuinely passionate about interiors. She brings credibility and star power, but also a brilliant understanding of what her audience loves and how they live. That insight made the product development process incredibly energising. We’re so excited to introduce this partnership to DFS customers and see the response,’ says Jamie Bourn, The Branded Furniture Company sales and marketing director.
