Sofa Club has continued to shape its management team, with Faye Leadbeater joining the retailer permanently.
She has joined as brand and creative director, after almost five years as a consultant during which she played a major role defining Sofa Club’s distinctive voice and creative ambitions.
Her career spans senior consultancy roles with Warehouse Fashions, Karen Millen and CRAFTD, alongside long-term freelance leadership positions delivering cohesive brand identities, campaigns, and scalable content systems.
Leadbeater will lead brand, creative and content strategy, ‘with a focus on building a distinctive, human brand that connects deeply with customers.’ Her remit includes refining the visual identity, strengthening brand storytelling and ensuring creative output remains both culturally relevant and commercially effective.
Known for her big-picture thinking and instinctive understanding of culture, a key part of Leadbeater’s leadership approach is her openness about being neurodivergent and having ADHD, which directly informs how she works and leads. She credits this with her ability to spot patterns early, think laterally and respond quickly to cultural shifts, all critical strengths in modern brand leadership.
‘Creative brands are built through difference, not conformity. The way I think allows me to see connections others might miss, and that’s exactly what strong brand direction requires,’ she says.
‘I work best in environments built on trust, clarity, and autonomy, pairing creative freedom with structure and systems that enable teams to do their best work. My leadership style focuses on empowering others, creating alignment across teams and building frameworks that allow creativity to scale.’
Her appointment follows that of Paul Brennan as md and David Lowe as fd in recent months.
