Digital-first sofa brand Sofa Club is rewriting the rules of furniture marketing, one scroll at a time, through its culture-driven approach, using TikTok, influencer partnerships, behind-the-scenes content, and digital PR.
Sofa Club has fully embraced what many are calling the “TikTokification” of marketing, turning brand storytelling into digestible, highly 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.
“We’ve never seen ourselves as just a furniture company,” says Olivia Smith, Brand Director at Sofa Club. “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 authentic partnerships that align with its audience. But the magic happens 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, 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.”
By combining expert-led content, creative digital PR campaigns, and a deep understanding of social trends, Sofa Club has been able to build a strong online community and boost brand visibility far beyond traditional media. The results speak for themselves: high engagement, viral product moments, and a loyal, style-conscious following that sees Sofa Club as more than just a furniture retailer.
“We’re not afraid to try new formats or show our personality,” Olivia continues. “That’s what makes us different from so many furniture brands stuck in the past. The future of marketing is fast, visual, interactive and we’re here for it.”
As the furniture industry catches up with changing consumer behaviours, Sofa Club continues to lead from the front, not just with what it sells, but with how it tells its story.
The brand recently earned Instagram blue tick verification, a milestone that cements 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 beloved CEO and co-founder, who sadly passed away recently.
“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.”
