Rascasse Audience Intelligence

DFS (British retailer) Target Market in Germany

A data profile of the people who buy, follow and care about DFS (British retailer) in Germany — modelled from more than twelve digital signal sources. DFS (British retailer) has an estimated audience of 359,766 people in Germany.

#1938among Brand in Germany#368in Shopping

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, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

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.

Category: Shopping · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the DFS (British retailer) profile in Germany.

Audience size
360K
in Germany
Gender
41.8%♀
58.2% male
Age
35.9
average years
Country rank
#15207
Brand in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of DFS (British retailer)

41.8% are female, 58.2% are male, average age 35.9.

Fig. 02

Gender split

41.8%
Female
58.2%
Male
Demographic split for DFS (British retailer) audience in Germany
MetricValue
Female41.8%
Male58.2%
Average age35.9
Estimated audience size359,766
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the DFS (British retailer) audience in Germany
Age bracketShare%
16-1931%
20-2915%
30-3921%
40-4919%
50+14%
Fig. 04

Worldwide distribution

3.3%

of the worldwide DFS (British retailer) audience comes from Germany.

Worldwide audience distribution share by country for DFS (British retailer)
CountryShare
United Kingdom47.9%
United States12.8%
Japan5.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the DFS (British retailer) audience in Germany is strongest.

Fig. 05

Top regions by affinity

DFS (British retailer) customers by region in Germany
#RegionReachAffinity×
01Hessen~60K2.04×
02Bremen~4K1.27×
03Rheinland-Pfalz~20K1.12×
04Berlin~20K1.07×
05Baden-Württemberg~50K1.05×
06Nordrhein-Westfalen~80K1.02×
07Hamburg~8K1.01×
08Bayern~60K1.00×
09Brandenburg~10K0.97×
10Saarland~4K0.94×
11Niedersachsen~30K0.93×
12Schleswig-Holstein~10K0.88×
13Sachsen~10K0.80×
14Thüringen~7K0.76×
15Sachsen-Anhalt~6K0.69×
16Mecklenburg-Vorpommern~5K0.68×
Fig. 06

Affinity by region

Affinity by region — DFS (British retailer), Germany
0.68×1.00×2.04×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the DFS (British retailer) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for DFS (British retailer) audience
#·InterestCategoryAffinity×
01Home Movies (TV series)Movies & TV54.14×
02Laura AshleyHome & Garden44.20×
03FC PalermoSports37.41×
04Cambridge Judge Business SchoolBusiness & Career36.97×
05HomeSenseHome & Garden34.90×
06Habitat (retailer)Home & Garden31.83×
07NightstandHome & Garden24.40×
08HostelTravel & Leisure20.00×
09Rocking chairHome & Garden20.00×
10Black Red WhiteHome & Garden20.00×
11Argos (retailer)Shopping18.75×
12Kitchen DesignHome & Garden15.39×
13F&FFashion & Accessoires14.29×
14Headboard (furniture)Home & Garden13.62×
15Shelf (storage)Home & Garden10.90×
16Sofa bedHome & Garden6.19×
17COSShopping4.98×
18Home InteriorsHome & Garden3.92×
19KickersLiterature3.83×
20BildNews1.98×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the DFS (British retailer) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by DFS (British retailer) audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.05×
Luxury OrientationPREMIUM1.81×
Healthy LifestyleBALANCE1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by DFS (British retailer) audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.86×
Career OrientationPOWER0.92×
ExtroversionTHRILL0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is DFS (British retailer)'s target market in Germany?

DFS (British retailer)'s target market in Germany covers an estimated 359,766 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of DFS (British retailer) customers?

41.8% of the DFS (British retailer) audience are female, 58.2% are male, with an average age of 35.9 years.

03

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.

04

Where do DFS (British retailer) fans live in Germany?

DFS (British retailer) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~60K), and Hessen (reach ~60K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Germany

See DFS (British retailer) audiences in other countries

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.

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