Furniture retail group DFS has completed the full acquisition of multichannel brand Dwell. The brand was originally founded by Aamir Ahmad who had previously owned Ocean Home Shopping, another home furnishing business which targeted young urban customers. Dwell was sold by Ahmad but when it entered administration in July 2013 he bought it back. Earlier this year DFS and Dwell had begin to work together, with DFS providing modest financial support in exchange for Dwell’s experience in developing contemporary ranges.
As full owner of Dwell, DFS will now be able to target a younger customer base. The incumbent Dwell team will continue to operate separately and will be looking to develop and grow the Dwell brand.
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