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. 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. 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.”