Hot! DFS Launches DFS Circle, New Global Luxury Loyalty Program


DFS Group, the world’s leading luxury travel retailer, has launched DFS Circle, a cutting-edge global loyalty program designed to replace its predecessor, LOYAL T by DFS.

DFS Circle elevates the customer experience and redefines the boundaries of customer-centric indulgences. It serves as the ultimate gateway to immerse yourself in the realm of luxury, unlocking a plethora of rewards and granting you seamless access to a vibrant community brimming with enriching encounters and extraordinary experiences, all conveniently at your fingertips.

DFS Circle offers a personal journey of exploration and discovery. Members can explore a world of rewards and curated experiences while staying connected at every step through the DFS Circle mobile app or WeChat Mini Program. The new program showcases DFS’ commitment to creating unparalleled experiences by rewarding customers faster, with more benefits, in over 20 destinations worldwide. DFS Circle is more than just a loyalty program: it is a community where DFS and like-minded members bond over shared values and a passion for personal indulgence.

The launch of DFS Circle is also the first time customers are introduced to DFS’ new and official Chinese name “迪斐世” (dí fěi shì), which conveys DFS’ unique positioning as a global luxury travel retailer. The DFS Circle logo represents the idea of opening up to new possibilities, offering the key to DFS customers and inviting them to unlock a world of rewards with this new loyalty program.


DFS Circle Introduces a Brand New Loyalty Program Experience

DFS Circle introduces Silver, Gold, Platinum, and Diamond membership tiers and one exclusive, by-invitation tier (Ambassador). Members can earn more and fast-track their status, with Silver tier members earning twice as many points and enjoying exciting rewards like welcome and birthday bonuses. DFS Circle members can now level up faster, moving through the membership tiers and earning up to 4x points on all eligible spending.

Enjoy a global program that offers an array of exclusive privileges, rewards, and benefits available in over 20 destinations worldwide. From airport lounge passes to a luxury 24/7 global travel concierge assisting with transport, dining, and entertainment both at home and abroad, the program’s privileges, rewards and benefits are set to be rolled out progressively through the year.


The all-new DFS Circle app allows DFS to interact with members better by providing targeted offers and rewards tailored to their needs and preferences. The app acts as a guide to the world of luxury, where discoveries of exclusive member offers, privileges, and inspiration awaits.

To celebrate the launch of DFS Circle, members in Macau can receive a crossbody phone strap upon spending MOP$2,000, while new members in Hong Kong can redeem a HK$150 beauty coupon upon spending HK$5,000 on fashion, watches, and jewellery items.

Discover DFS Circle today on, or via the DFS CIRCLE app (available in the App Store and Google Play Store) or WeChat Mini Program, and unlock a world of rewards.

For more updates and details visit DFS Website and in stores worldwide.

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