What does DFS stand for? Its a furniture store!? ...

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Answers:    It's actually something similar to Direct Financial Services. DFS make their money through nouns, not selling sofas. Cost price plus interest charges = fixed price. No deposit, 4 years to pay. They obtain their money from the finance house, you return with your sofa from them. Try asking them for discount if you pay lolly up front and see what answer you get!
A lot of companies work this means of access without you ever suspecting them
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I'll enjoy a guess at Discount Furniture Stores...