DFS has announced a partnership with former basketball player Shaquille O'Neal to promote its reclining furniture range, including La-Z-Boy products, in the UK. The collaboration is part of DFS's wider initiative to help customers "find their thing" by offering stylish and comfortable furniture at affordable prices.
O'Neal launched the partnership with a surprise visit to DFS's Wednesbury store, where he tested the recliner range, met staff, and interacted with customers. The visit was also used to film content for an upcoming DFS social media campaign.
To mark the partnership, DFS has introduced the La-Z-Boy XL Tamla recliner armchair, described as the brand's largest-ever recliner. Inspired by O'Neal's 7ft 1in height, the chair is exclusively available at dfs.co.uk and is handmade at La-Z-Boy's Lancashire factory. It can be tested in select DFS stores across the UK.
O'Neal commented, 'Look, downtime is key to keeping everything in balance, and working with DFS and La-Z-Boy to design a chair range that's made for my size has been awesome—and super comfy! We're bringing ultimate relaxation to the UK—Let's go!'
Kellie Wyles, Head of Upholstery at DFS, highlighted the significance of the collaboration, stating, 'In our industry, comfort is king, and when it comes to recliners, DFS is a retailer at the top of its game. Coupled with the expertise of La-Z-Boy, who is No.1 in the comfort category worldwide, we now have the best range to suit all comfort-seeking Brits.'
She added that O'Neal's stature and busy lifestyle made him an ideal ambassador to promote the brand's focus on comfort.
Source: www.bigfurnituregroup.com