Sharper designs and lower prices helped drive a profits recovery at retailer DFS Furniture, which has posted an 84 per cent rise in half-year figures.

The group, which has stores throughout Sussex, saw pre-tax profits for the 26 weeks to January 29 bounce up to £22.1 million.

The lift came after a sharp 34 per cent drop in interim profits to £12 million last year. The reversal in fortunes was also reflected in turnover, which lifted from £137.9 million to £169.4 million, and like-for-like sales, which were up by 18.5 per cent.

Executive chairman Graham Kirkham said: "The key drivers of our success have been the actions we have taken to improve and diversify our product range, sharpen our price competitiveness and enhance our marketing message."

He said furniture retailing was "quite a fashion business and sometimes you get it more right than others".

Programmes such as Changing Rooms and design magazines were also heightening customers' interest in furniture, he added.

In response, the group has sharpened its designs and brought average prices down by 15 per cent against last year.

Mr Kirkham said the increases were continuing into the second half-year, which had seen "substantial double digit increases in both sales and order intake".

He said: "This, together with our huge order bank, gives me confidence that our profits in the year will be the highest in our history."

DFS said profits had also benefited from the expansion of its manufacturing division. The firm has bought a new factory.

It said there was "enormous potential" to grow its store network beyond its 53 UK outlets.

Shareholders in the group will be paid a dividend of 5.5p, up 25 per cent on last time.

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