Fast-growing digital-first sofa brand Sofa Club says it is "rewriting the rules of furniture marketing, one scroll at a time" through short-form video, expert insight, and a focus on "real people and culture".
"While traditional retailers cling to catalogues and slow-moving seasonal campaigns, Sofa Club is taking a bold, culture-driven approach, using TikTok, influencer partnerships, behind-the-scenes content, and digital PR to become a stand-out name in a crowded industry," the brand reports.
Indeed, Sofa Club appears to have fully embraced the 'TikTokification' of marketing in an attempt to turn brand storytelling into digestible, engaging content that entertains and builds trust. "From styling tips and sofa unboxings to team interviews and behind-the-scenes glimpses of HQ life, Sofa Club’s strategy isn’t just about selling products – it’s about humanising the brand and creating meaningful touchpoints with its audience," it continues.
Brand director Olivia Smith comments: “We’ve never seen ourselves as just a furniture company. We’re a content brand, a culture brand, and social media gives us the tools to tell our story in a way that’s relevant, real, and ridiculously engaging.”
The brand’s recent sponsorship of influencer Perrie Sian’s new podcast is just one example of how Sofa Club is investing in partnerships that align with its audience. And this is supported from behind the scenes, too, from day-in-the-life videos of staff, to TikTok trends featuring real employees and customers, to spotlighting the personalities behind Sofa Club’s design and customer service teams.
“People buy from people, that’s the mindset we live by,” says Olivia. “Furniture is an emotional purchase. It’s about comfort, style and lifestyle, and we make that come alive by showing the faces and stories behind the brand. TikTok and Instagram have been instrumental in helping us build that connection.”
The results speak for themselves, says Sofa Club: "High engagement, viral product moments, and a loyal, style-conscious following that sees Sofa Club as more than just a furniture retailer."
Olivia continues: “We’re not afraid to try new formats or show our personality. That’s what makes us different from so many furniture brands stuck in the past. The future of marketing is fast, visual and interactive, and we’re here for it.”
The brand recently earned Instagram blue tick verification, cementing its place as a trusted voice in the digital interiors space. For the Sofa Club team, the moment was deeply meaningful – particularly in honour of Louis Rose, the company’s CEO and co-founder, who recently passed away (see related).
“Louis built this brand on energy, innovation and heart,” says Olivia. “He believed in the power of social media before it was trendy and he would have been so proud to see us reach this milestone. The blue tick isn’t just a symbol of authenticity, it’s a tribute to his legacy and everything he helped us build.”
