DFS reported a 33% increase in pre-tax profits for the year ending June, crediting its collaboration with media personality Amanda Holden for helping to boost performance amid a challenging market. The London-listed furniture retailer said its revenue rose by 2.6% to £1 billion during the period.

The company highlighted its exclusive partnership with the Britain’s Got Talent judge, which includes a range of three Amanda Holden-branded sofas named the “showstopper,” the “luvvie,” and the “olivier.” DFS described the collection as embodying “glamorous, thoughtful detail,” reflecting Holden’s star appeal.

Steve Johnson, chairman of DFS, noted that the partnership with Amanda Holden has played a key role in keeping the brand visible and relevant to consumers. The company emphasized that these exclusive brand collaborations continue to resonate despite what it called a “subdued demand environment.”

The results underline DFS’s strategy of leveraging high-profile partnerships to differentiate its product offerings in a competitive retail landscape. While overall market conditions remain challenging, the furniture retailer’s targeted marketing efforts and product innovation contributed to financial growth during the fiscal year.