Clear Keyword Cannibalisation
Now this website was penalised in 2012 most likely by the Penguin algorithm, but has been making a good comeback in the last 12 months.
However their keyword targeting is leaving them missing out on important traffic, with plenty of examples of keyword cannibalisation going on.
Keyword #1 - Italian Sofas
This keyword, and it's comparable "italian leather sofas" counterpart get roughly 4,200 searches per month combined, and with a niche specific keyword like this they're very well qualified buyers for Denelli.
However Denelli.co.uk actually has two pages targeting this keyword, leading to them both ranking less than if they had one targeting that keyword. They have both their homepage, and their Sofas category optimised for it, and they rank in position 3 & 4 respectively.
If they focused on the sofa category for this keyword they should be able to optimise it to rank in position 1.
Keyword #2: Italian Furniture
Now this leads on from the first keyword, because once the homepage is de-optimised for the sofas phrase, it would now be free to target the keyword with a lot of search volume, "Italian Furniture", 5,400 searches per month.
They currently have one of their brand pages ranking in position 4 for this phrase (/brands/alfy.html), which has coincidentally been optimised for this keyword because the brand name is "Alfy Italia Furniture Group", leading to it being in the page title and content.
If the homepage was optimised for this, and the other brand pages de-optimised, it should have the ability to break into the top 2 spots.
