Today's Home resets DFO brand
Heath E. Combs -- Furniture Today, October 17, 2009
PITTSBURGH — Officials with furniture retailer Today's Home here report that the company is repositioning its Designer Furniture Outlet, or DFO, store brand.
The company is closing its two DFO stores, said Jeff Lenchner, Today's Home president and CEO. But a new DFO store will be opened next year, he said.
As a brand, DFO continues to resonate with consumers and has validity in the marketplace, said Lenchner. The store concept is to offer one-of-a-kind, high-end, cash-and-carry items, factory closeouts and promotions at a low markup, he said.
The DFO stores began about 10 years ago in Robinson Township. The company didn't renew the lease on that store and also has closed another one in Monroeville, where the property will be developed for non-retail purposes, he said.
“It made more sense to do these simultaneously,” he said.
Lenchner said the company will open a 15,000-square-foot DFO in the South Hills area next year.
Today's Home has four companies, including TH Trade Commercial; Today's Home, which has three locations in the Pittsburgh area; DFO, and a trade showroom for independent designers.
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