The sofas will appear on-air from today (2 January), with an introductory strapline appearing live to announce the placement to viewers.
The product placement will be supported with an off-air licensing agreement, which will allow DFS the use of the This Morning logo in-store and online.
It will also see a dedicated area on ITV.com with information about the deal, product ranges and competitions.
Nick Ashworth, DFS media manager, says: “As the leading British retailer and manufacturer of handmade sofas, we are hugely excited to be working with ITV to showcase the design and build quality of our hand crafted sofas in one of their most recognisable daytime programmes. It is a great opportunity for DFS to look at building a partnership beyond spot advertising, in order to engage and interact with a very loyal audience.”
The deal was brokered by Mediacom Beyond Advertising.
This Morning became the first programme to feature product placement in the UK after signing a deal with Nescafé to feature its Dolce Gusto coffee machine in the kitchen area of the daytime show’s set.
Brand take up of product placement has been “slow” since it was first allowed on UK television screens in 2011, but the media industry predicts 2013 could be the year the format becomes mainstream.