DFS Group has unveiled DFS CIRCLE, a cutting-edge global loyalty program designed to replace its predecessor, LOYAL T by DFS.

DFS CIRCLE 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.

As previewed on Duty Free Hunter some weeks ago (see post) 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.

“Our elevated services and seamless points currency cater to your every need,” -Long Chiu, Executive Vice President Digital Ventures and Marketing.

“Experience a new era of exclusive rewards and global luxury with DFS CIRCLE. With access to over 750 of the world’s most coveted luxury brands, customers can indulge in a journey of exploration like never before. From in-store perks to airport lounge access, our elevated services and seamless points currency cater to your every need. Get inspired by the endless earning and redemption opportunities and join us in discovering a world without limits – with DFS CIRCLE, the possibilities are endless.” – Long Chiu, Executive Vice President Digital Ventures and Marketing.


Earn More and Fast Track Your Status:

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. ^

One Global Program Wherever You Go:

DFS CIRCLE is 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.

Luxury Concierge at Your Fingertips:

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 await.


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.

Discover DFS CIRCLE today on DFS.com, 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. Existing members are enrolled in DFS CIRCLE automatically. Upon signing in or signing up via the DFS CIRCLE app or WeChat Mini Program, new and existing members can receive a complimentary DFS CIRCLE reusable screen wipe.

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 jewelry items. Stay tuned for more updates on DFS.com and in stores worldwide.

*Terms & conditions apply.

^Privileges and rewards vary by membership tier and store location. Please refer to the full Rewards & Benefits tables on DFS.com for more details.