Case Study: DFS achieves double-digit online sales growth and improved website uptime with VMware

DFS Growth through a non-laid-back approach to customer service

DFS, the UK’s largest furniture retailer with 155 stores, faced rapid growth in online and mobile shopping—now 50% of its traffic from mobile—and needed to boost website uptime, build a scalable IT infrastructure, and improve the customer experience during peak periods like the ‘Guaranteed by Christmas’ window and Boxing Day sales.

DFS adopted a cloud-first, VMware-powered multi‑cloud infrastructure through Rackspace (including VMware vSphere and Rackspace Private Cloud on AWS), enabling dynamic scaling for traffic spikes and seamless rollouts of a new commerce platform. The change delivered improved uptime and mobile site performance, a more seamless customer experience, market-leading status and sustained double‑digit online sales growth.

DFS

Russell Harte

Chief Information Officer