DFS (British retailer) Audience in Germany
DFS (British retailer) has an estimated audience of 325,123 people in Germany. 41.8% are female, 58.2% are male, average age 35.9. Top regions: Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities: Laura Ashley, Habitat (retailer), Kitchen Design, Hostel, Rocking chair.
The average DFS (British retailer) fan in Germany is 35.9 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities include Laura Ashley, Habitat (retailer), Kitchen Design, with strongest over-indexing on Laura Ashley (44.2× the country average). Demographically, the DFS (British retailer) audience skews more male with an average age of 35.9, and over-indexes on personality traits such as Design Affinity, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Demographics of DFS (British retailer) fans
| Metric | Value |
|---|---|
| Female | 41.8% |
| Male | 58.2% |
| Average age | 35.9 |
| Estimated audience size | 325,123 |
Audience persona
The typical DFS (British retailer) fan in Germany is more male, around 35.9 years old, with strong Design Affinity tendencies and a notable affinity for Laura Ashley.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 84,830 | 1.08× |
| Bayern | 59,892 | 1.04× |
| Hessen | 56,753 | 2.07× |
| Baden-Württemberg | 53,149 | 1.08× |
| Niedersachsen | 32,998 | 0.94× |
| Rheinland-Pfalz | 20,818 | 1.16× |
| Berlin | 18,411 | 1.15× |
| Sachsen | 13,848 | 0.79× |
| Schleswig-Holstein | 11,295 | 0.87× |
| Brandenburg | 10,770 | 0.97× |
| Hamburg | 7,945 | 0.98× |
| Thüringen | 5,869 | 0.64× |
| Sachsen-Anhalt | 5,015 | 0.54× |
| Bremen | 3,999 | 1.3× |
| Saarland | 3,882 | 0.88× |
| Mecklenburg-Vorpommern | 3,594 | 0.52× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Laura Ashley | 44.2× | Home & Garden |
| Habitat (retailer) | 31.83× | Home & Garden |
| Kitchen Design | 15.39× | Home & Garden |
| Hostel | 20× | Travel & Leisure |
| Rocking chair | 20× | Home & Garden |
| Nightstand | 24.4× | Home & Garden |
| Cambridge Judge Business School | 36.97× | Business & Career |
| Headboard (furniture) | 13.62× | Home & Garden |
| Shelf (storage) | 10.9× | Home & Garden |
| COS | 4.98× | Shopping |
| Home Movies (TV series) | 54.14× | Movies & TV |
| FC Palermo | 37.41× | Sports |
| Bild | 1.98× | News |
| F&F | 14.29× | Fashion & Accessoires |
| Black Red White | 20× | Home & Garden |
| Home Interiors | 3.92× | Home & Garden |
| HomeSense | 34.9× | Home & Garden |
| Harry Potter | 1.66× | Movies & TV |
| Sofa bed | 6.19× | Home & Garden |
| Argos (retailer) | 18.75× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.38 |
| DIY Mentality | THRILL | 1.81 |
| Luxury Orientation | PREMIUM | 1.71 |
| Quality Awareness | PREMIUM | 1.62 |
| Urban Lifestyle | OPEN | 1.54 |
| Sustainability | BALANCE | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 50.1% |
| United States | 13.3% |
| Japan | 5.7% |
See DFS (British retailer) audiences in other countries
- DFS (British retailer) — United States
- DFS (British retailer) — United Kingdom
- DFS (British retailer) — France
- DFS (British retailer) — Italy
- DFS (British retailer) — Spain
- DFS (British retailer) — Brazil
- DFS (British retailer) — Japan
- DFS (British retailer) — South Korea
- DFS (British retailer) — India
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Frequently asked questions
How many fans does DFS (British retailer) have in Germany?
DFS (British retailer) has an estimated audience of 325,123 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of DFS (British retailer) fans?
41.8% of DFS (British retailer) fans are female, 58.2% are male, with an average age of 35.9 years.
Which brands do DFS (British retailer) fans like most?
DFS (British retailer) fans show strongest brand affinity for Laura Ashley (44.2×), Habitat (retailer) (31.83×), and Kitchen Design (15.39×) over the country average.
Where do DFS (British retailer) fans live in Germany?
DFS (British retailer) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 84,830), Bayern (reach 59,892), and Hessen (reach 56,753). These three regions account for the largest share of the active audience.
What other brands do DFS (British retailer) fans also like?
Beyond DFS (British retailer) itself, the audience over-indexes on Habitat (retailer) (31.83×), Kitchen Design (15.39×), Hostel (20×), and Rocking chair (20×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for DFS (British retailer). Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.