Lord Sebastian Coe, Sir David Brailsford and Denise Lewis were among the star names to appear at the DFS conference at the Olympic Park in London, which was delivered by The fresh Group.

The one-day event, which Cheadle-based fresh won after a competitive pitch for the third successive year, was held for the sofa retailer’s store managers and senior staff.

Delegates taking part in the 2015 conference

Delegates taking part in the 2015 conference

fresh handled the creative strategy and concept, event theme, content management and media creation/production, technical production and other aspects of the event, which was held inside the Velodrome.

A total of 420 delegates attended for their annual strategic update, and the event featured a keynote speech by Sir David Brailsford and the introduction of DFS’s Team GB ambassadors Denise Lewis, Laura Trott, Max Whitlock and Adam Peaty.

And before the gala dinner and awards, Lord Coe took part in a Q&A.

The fresh Group has now been directly awarded a multiple-year contract to deliver the retailer’s conferences, and has already started working on the 2016 event.

Laura Taylor, director of client delivery at fresh, said: “We feel very fortunate to have been involved in the DFS journey over the past three years. It has enabled us to build a solid and trustworthy partnership and benefit from a deeper knowledge and understanding of their brand and business.

“We feel very excited to be extending this partnership and look forward to creating new and innovative event experiences in the future.”

Andrew Stephenson, DFS HR director, added: “Delivering conferences that bring to life our business strategy is fundamental to engaging our employees. Finding an agency who understands our culture and what we’re trying to achieve is key to that success, so we feel very fortunate to have found such a solid and dynamic events partner in fresh.”