Kellie Wyles - Buying and Brands

As our Group Head of Buying and Brands, Kellie knows everything worth knowing about finding the right – and exclusive – thing for you. She’s used her expertise and keen eye for an innovative buy to help our customers with everything from cool corner sofas to classic fabric sofas.

After graduating with a degree in Marketing, Kellie began her career in commercial roles, progressing into senior marketing leadership positions at Boots – where she received the inaugural ‘Best of the Best’ award – and Wilko, but quickly realised that her true passion lay in brand and product. She transitioned fully into licensing buying and product development off the back of that realisation, and joined DFS as Head of Licensed Brands in 2014, leading partnerships and product development across some of the UK’s most recognisable brand collaborations. From there, her remit expanded into commercial buying in 2020, and she’s now responsible for the strategic direction, development, and performance of the product portfolio and exclusive partnership ranges across the entire DFS Group. Kellie’s work in the team has helped DFS secure wins rewarding excellence in product innovation and brand licensing management at the Brand & Lifestyle Licensing Awards across multiple years, and she remains a key sponsor of the awards.

Kellie’s impressive interior expertise doesn’t stop at her day job, though. When she’s not leading the next big brand collab for DFS, you’ll find her planning and documenting new design and construction projects – including building her own home, a personal feat which found her featured on BuildIt! Outside of all things home and furniture, Kellie keeps her competitive spark alive playing padel and spends down time with the real boss of the house: her beloved labrador, Benson.

You can find out more about Kellie’s work by visiting her LinkedIn, or about her passion for home design by following her Instagram and reading her BuildIt piece.