MFI has seen ‘a very encouraging’ response from shoppers since its soft launch in the summer.
The brand remains on course for a full launch in July, and has an average Trustpilot score of 4.7 across 2025. Parent Victorian Plumbing says MFI ‘is already demonstrating conversion rates in line with group benchmarks, validating our strategic approach.’
The product offer includes a selection of textiles, rugs, home decor, and freestanding furniture. Victorian says that it still expects MFI to lose £2.6m-£3.4m in 2025/2026 and investment ‘remains disciplined.’
The group also says that bathroom flooring and tiles now account for 6% of turnover, after sales jumped by 42% to £17.6m in the year to 30 September.
