UK furniture retailer DFS eyes Rio Olympics for brand building

The Rio 2016 Olympic torch is seen during a National Sports Forum seminar to discuss the legacy of the games, in Sao Paulo, Brazil, September 9, 2015. REUTERS/Paulo Whitaker

(Reuters) - Fresh from its listing on the London Stock Exchange, British furniture retailer DFS is counting on the Olympic Games in Rio de Janeiro to help drive sales in 2016.

DFS, which calls itself "the sofa experts", sees significant potential to promote its brand with consumers, leveraging the strong consumer appeal of Team GB.