Rebel With a Cause

How DFI Beds Is Shaking Up the Bed & Mattress Market

As featured in the August edition of Furniture News, in the 'Getting Personal' spotlight (pages 20–21)

We like to think of ourselves as the purveyors of Ireland's most popular bed, handcrafted just outside Coalisland, County Tyrone, and delivered across the country through our website and two showrooms.

After five years of solid growth, our Managing Director Brian (formerly Head of Finance and Accounts at Northern Irish bedmaker Comfizone) has invested in new machinery and expanded the team as we gear up to grow DFI Beds nationwide.

This month, Brian features in Furniture News magazine's "Getting Personal" section (pages 20–21), sharing his take on everything from fatherhood and finances to business myths, work/life balance, and what's next for the mattress industry.

How might a child describe what you do?

My daughters say I go to "big work" (the showroom) and "wee work" (the factory). They've no idea what I actually do. Probably a bit like myself.

What's the biggest long-term challenge you face?

Keeping the energy and high standards we've set. The danger is getting too comfortable. It's something I keep an eye on.

If you had 10x your working budget, what would you spend it on?

I'd sponsor major sporting events and hopefully get invited along to enjoy them.

What would be the title of your autobiography?

Rebel With a Cause: Shaking Up the Mattress World. (Yes, I used AI to polish the title.)

What does work/life balance mean to you?

In online retail, you're always on. It's 24/7. But making space for family is essential. My wife gets it. If I sneak in an hour or two of work, even on holiday, we'll all enjoy the rest of the time more.

Who's been your most influential mentor?

Colin Christie, MD of christiesdirect.com. Someone I really enjoy chatting to and learning from.

What advice would you give your younger self?

Study marketing. I never saw myself ending up here. I thought I'd be an accountant.

Best day in business so far?

Black Friday, just after Covid. We blew our targets out of the water. Not just a good sales day, but a moment of pride. It showed what the team could really do.

What's the biggest myth about your industry?

That we're all making piles of money. It's competitive, margins are tight, and success takes serious graft.

What should everyone in our industry either stop or start doing?

Start adapting. Market share has shifted. The industry's changing. Don't be afraid to change with it.

Where's the industry heading in the next 6 to 10 years?

Customers want the Amazon-style experience: fast, frictionless, reliable. I've built the supply chain and logistics to deliver that here in Ireland. I believe this could support local independents and major retailers alike. We're ready for what's next.

Read the full article online in Furniture News, Aug 2025 edition.