Branch General Manager
DFS
ÂŁ75.0k per year
Birmingham, West Midlands, B12 0HU
Permanent
The Breakroom Take
- People enjoy this job
- Respectful managers
- Proper training
About DFS
DFS is a furniture retailer. They sell sofas, beds, tables and chairs.
Job description from DFS
As a Branch General Manager at DFS, youll lead your team to deliver an excellent customer experience while driving the performance and growth of your store. Your leadership will inspire colleagues to fulfil customer needs, ensuring that every home is furnished with comfort, style, and care.
At DFS, we live by our values Think Customer, Be Real, and Aim High and as Branch General Manager, youll champion these values to create an engaging store environment that prioritises exceptional service and team success.
Did you know a DFS sofa is in one-third of Britains homes?
Since 1969, weve been creating, marketing, and selling sofas that reflect peoples unique styles and tastes. Weve always led the market, bringing comfort and great design to communities both online and in person.
Were the UKs leading sofa retail specialist, but heres the secret to our success - its our people. Theyre at the heart of what we do, and together, theyre crafting us towards our ambitious future.
Were an equal opportunities employer
We extend a warm welcome to everyone, weaving together a range of voices and perspectives to create a truly inclusive culture. As we strive to build a workplace that better reflects the diverse communities we serve, we encourage applications from under-represented groups. At DFS Group, were not just a place where everyone is welcome - were a place where everyone truly belongs.
- Customer focus: Lead your team to deliver a seamless customer experience, helping customers find the perfect products to make their house a home. Proactively analyse customer NPS data and identify opportunities to consistently exceed expectations.
- Drive performance: Take responsibility for meeting key store targets, making smart commercial decisions, and ensuring the financial health of the store.
- Engage & inspire: Foster a positive, fun, and collaborative work environment, where both customers and colleagues love to be. Support your teams growth with coaching, regular one-to-ones, and development plans that keep everyone moving forward.
- Own the experience: Ensure every aspect of the store, from layout to customer interactions, reflects our commitment to quality and service. Stay on top of all store operational processes and make sure compliance with health, safety, and trading regulations.
- Lead with clarity: Regularly communicate the business strategy, ensuring your team understands priorities, knows what they need to do, and why it matters. Use tools and best practices to drive your teams performance, identifying opportunities for improvement and creating action plans when needed.
- Community engagement: Be an advocate for your store within the local community, forging connections that support both customer satisfaction and business growth.
- Workforce management: Deploy your team to meet demand, making sure the right people are in the right place at the right time. Manage work-life balance proactively for your colleagues.
While previous retail experience is a plus, our top priority is finding candidates with strong leadership and team management skills!
Were seeking a leader whos passionate about people and customer service. You should have a strong customer focus, the ability to drive results, and the confidence to lead your team through growth and change. If that sounds like you, what are you waiting for?
Ahead of your interview, please let us know if you need any accommodations or adjustments. We want to make sure you're comfortable and have everything you need to perform at your best.
Our interview process includes scenario-based questions:
- Telephone Chat: Our talent team will get to know you.
- 1st Face-to-Face Interview: You will meet your People Partner and our Regional Manager to discuss your background and the role.
- 2nd Face-to-Face Interview: You will have the opportunity to meet the Divisional Director.
Please note, if youre interviewing for one of our top 35 stores, you may also have an informal chat with our Retail Director.
For some handy details and a helpful Q&A, visit: https://www.dfs.co.uk/content/your-pathway-to-a-dfs-career
- Retail Bonus Scheme: Earn monthly bonuses.
- Growth and Training: Learn new skills and develop with our Leadership Development Programme with us.
- Leave: Enjoy a great holiday allowance, with the option to buy 5 extra days. Take advantage of our enhanced leave for Maternity, Paternity, Shared Parental, and Adoption, plus a paid volunteering day each year.
- Discounts: Get 30% off DFS and Sofology products for yourself, plus discounts for friends and family - and savings at big brands like Sainsburys, ASOS, and IKEA.
- Wellbeing Perks: Access healthcare services, an Employee Assistance Programme, and discounted gym memberships.
- Pension and Savings: Join our Group Pension and Sharesave schemes.
- Life Assurance & Sick Pay: Peace of mind with Life Assurance and Company Sick Pay.
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Job insights from Breakroom
Retail store and shop managers
Retail managers look after stores, staff and sales ensuring that targets are met
What you’ll do as a retail store and shop manager
- Serve and advise customers
- Look after staff and rotas
- Manage deliveries and stock
- Handle customer payments, complaints, returns and refunds
- Keep the store clean and tidy
- Be responsible for sales targets and goals
Is it right for you?
This job may involve:
- Dealing with customers
- Standing
- Using a computer
- Wearing a uniform
- Physical activities
- Managing people
- Anti-social hours
What employees say
Pay
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Okay
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Only some people are paid a living wage
Do DFS pay a living wage?
Some people are not paid a living wage.
How we know this
40% of people say they are paid below the Real Living Wage for where they live.Based on data from 25 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Everyone should be paid enough to live on.
The Real Living Wage is a voluntary rate employers can sign up to that is based on the real cost of living.
The current rates are ÂŁ12.60 per hour, and ÂŁ13.85 per hour in London.
Find out more in our explainer about the Real Living Wage.
Okay
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Only some people are paid market rates
Do DFS pay market rates?
Only some people are paid above average for their job.
How we know this
59% of people are paid below average for the type of work they do.Based on data from 22 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Pay can vary a lot between types of job. Employers should be ensuring that the rates their staff are paid are in line with similar roles elsewhere.
Needs improving
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Most people don’t get paid breaks
Do workers at DFS get paid breaks?
No. Most people don’t get paid breaks.
How we know this
86% of people say they don’t get paid breaks.Based on data from 28 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
A good job should have paid breaks.
You should be paid for all your time at work, whether you’re on a break or not.
Needs improving
-
Most people don’t get sick pay
Do DFS pay sick pay?
No. Most people don’t get proper sick pay.
How we know this
83% of people say they wouldn’t get paid if they were sick but scheduled to work.Based on data from 24 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Everyone gets sick sometimes. You should be able to take time off without worrying.
At a good job you should still get paid if you’re scheduled to work but can’t due to sickness. Your contract should say how many sick days you can take each year.
This is more than the legal minimum, which says you should only get paid if you are unwell for 4 full days. See Citizens Advice for more details.
Good
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Most people don’t do unpaid extra work
Do workers at DFS do extra work that they don't get paid for?
Rarely. Most people don’t do unpaid extra work.
How we know this
86% of people report that they don’t do extra unpaid work.Based on data from 22 people who took the Breakroom Quiz between April 2023 and March 2025.
Why this matters
Everyone should get paid for any extra work they do, even if it is outside your contracted hours. At a good job, you should be paid for all the time you spend at work.
Hours and flexibility
-
Needs improving
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Less than 4 weeks notice of shifts
How much notice do people get of their shift pattern at DFS?
Most people don’t get 4 weeks notice of when they’re working.
How we know this
- 8% of people with changing schedules report getting one week notice or less.
- 33% of people with changing schedules report getting two weeks notice.
- 33% of people with changing schedules report getting three weeks notice.
- 25% of people with changing schedules report getting four weeks notice or more.
Based on data from 12 people who took the Breakroom Quiz between April 2023 and March 2025.
Why this matters
At a good job, you get plenty of notice about when you’re working.
This makes it easy for you to plan the rest of life, as well as your finances, because you know how much you’ll be working and when.
Good
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Most people don’t worry about their hours
Do workers at DFS worry about hours?
Most people don’t worry about getting enough hours.
How we know this
80% of people report they don’t worry about getting enough hours.Based on data from 15 people who took the Breakroom Quiz between February 2023 and February 2025.
Why this matters
At a good job, you shouldn’t have to worry about getting enough hours each week.
A good job should guarantee you a minimum number of hours in a contract, if you want it.
This makes it easier to plan your finances, because you know how much you’ll be earning.
Good
-
Most people get a choice of shifts
Do DFS workers get to choose the shifts they work?
Most people get enough choice over which shifts they work.
How we know this
67% report that their manager gives them enough choice over which shifts they work.Based on data from 21 people who took the Breakroom Quiz between April 2023 and March 2025.
Why this matters
A good job is flexible around your personal life. This means you get a say in when you prefer to work.
Okay
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Can be hard to change shifts
How easy is it for DFS workers to change shifts?
Some people find it hard to change shifts.
How we know this
58% of people report that it’s hard to change shifts if they need to.Based on data from 12 people who took the Breakroom Quiz between April 2023 and March 2025.
Why this matters
A good job is flexible around your personal life. It should be easy to change a shift if you need to, whether that’s in an emergency or for planning ahead.
Good
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Easy to book holiday
How easy is it to book a holiday at DFS?
Most people find it easy to book holiday.
How we know this
81% of people report it’s easy to book holidays.Based on data from 26 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
A good job should let you take time off when you need it, and it shouldn’t be a nightmare to arrange.
Good
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Shifts don’t get changed at short notice
Do DFS managers change shifts at short notice?
Most managers don’t change people’s shifts at short notice.
How we know this
75% of people say their manager doesn’t changes their shifts at the last minute.Based on data from 20 people who took the Breakroom Quiz between April 2023 and March 2025.
Why this matters
If your manager is often changing your shifts at short notice that’s a sign of poor planning. At a good job you won’t be messed around at the last minute.
Good
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Most people find it easy to take sick leave
How easy is it to take sick leave at DFS?
Most people find it easy to take sick leave.
How we know this
80% of people report that it’s easy to take time off if they are sick.Based on data from 20 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Everyone gets sick sometimes. You should be able to take time off when you need to.
A good job should support you when you’re unwell and have systems in place that will allow you to take time off to recover when you need it.
Workplace
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Good
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Most people feel treated with respect
Do people at DFS feel treated with respect by their managers?
Most people feel treated with respect by their managers.
How we know this
75% of people say they’re treated with respect by their managers.Based on data from 24 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Everyone should get treated with respect by their managers. You shouldn’t feel discriminated against or bullied, and if you have a problem you should be able to speak to someone about it.
Okay
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Only some people get proper breaks
Do people at DFS get proper breaks?
Some people don’t get proper breaks.
How we know this
61% of people report that they don’t get to take proper breaks.Based on data from 28 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
When you take a break it should be a proper rest. It should last the full duration and you shouldn’t get pulled off it.
Okay
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Some people are stressed
Is it stressful to work at DFS?
Some people feel stressed here.
How we know this
54% of people say they often feel stressed at work.Based on data from 26 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
Work isn’t always easy, but if you’re frequently feel stressed, that’s not good.
Your employer should support you with enough people and resources to get your job done without feeling overwhelmed.
Good
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Most people enjoy their job
Do people at DFS enjoy their jobs?
Most people enjoy their job.
How we know this
70% of people report they enjoy their job.Based on data from 27 people who took the Breakroom Quiz between April 2023 and April 2025.
Okay
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Only some people recommend their team
Do people at DFS recommend working with their team?
Only some people recommend working with their team.
How we know this
54% of people report that they wouldn’t recommend working with their immediate team to a friend.Based on data from 28 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
A good job means enjoying the place where you work.
The people you work with every day really matter. They can be the difference between a terrible day and a great one.
If you’d recommend your team to a friend, this shows that something’s going right.
Good
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Most people get enough training
Do people get enough training when they start at DFS?
Most people got enough training when they started.
How we know this
81% of people report they got enough training when they started working here.Based on data from 27 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
A good job should give you good training when you start, not just drop you in at the deep end.
This means that you’ll be happier and more productive from day one and shows that your employer values you.
It’s also very important if your job involves anything that could be dangerous. Good training from the outset keeps you and your team safe.
Okay
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Only some people get support to progress
Are people given support to progress at DFS?
Only some people are given support to progress here.
How we know this
In the last year, 38% of people report not being given an opportunity to get better at their job, learn a new skill, learn to manage a team or get more responsibility in their role.Based on data from 24 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
A good job should help you progress at work, if you want to. That might be supporting you to get better at the job you currently have, learn something new, manage a team or take on more responsibilities.
This means you’ll be able to build on your skills and experience, and earn more money.
Needs improving
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Head office doesn’t understand what’s happening
Do people think DFS head office understands what's happening where they work?
Most people think head office doesn’t understand what’s happening where they work.
How we know this
79% of people think that this employer’s head office or owners don’t have a good understanding of what’s really happening where they work.Based on data from 28 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
At a good job, the role of head office should be to support the people on the frontline serving customers.
To do that properly, the company’s owners or head office need to have a good understanding of what’s really happening on the frontline. This is especially important when a company owns multiple locations.
Okay
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Only some people feel well informed by head office
Do workers feel well informed about how DFS is doing?
Only some people feel well informed about how the company is doing.
How we know this
38% of people feel that they aren’t kept well informed about how the company is doing as a whole.Based on data from 26 people who took the Breakroom Quiz between April 2023 and April 2025.
Why this matters
At a good job, there should be a supportive relationship between the people working on the frontline serving customers and the people who own the company or work in head office.
You should be kept informed about how the company is doing as a whole, both in good times and when things get tough for the business.
What DFS employees say about their job
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Best thing
Work life balance
Worst thing
After service when it goes wrong
General manager at DFS, April 2025
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Best thing
Relaxed work environment, good pay, ability to take breaks, book holiday where possible.
Worst thing
Opening times
Sales advisor at DFS, January 2025
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