Upholstery retailer Sofa Club is celebrating 300 consumer press inclusions in the past year.
Since the appointment of Iliana Olymbios as PR and content expert in July 2024, the chain has been featured in publications including Closer, Elle Decor, Good Housekeeping, GQ, Ideal Home and Stylist.
The PR and brand strategies have focused on building a narrative that extends beyond just selling furniture to creating a lifestyle that appeals to design-conscious individuals seeking functional and stylish products.
‘We didn’t just want to gain coverage: we wanted to earn it in a way that tells a deeper story about who we are,’ says Olymbios (pictured). ‘From the beginning, our goal has been to elevate Sofa Club’s voice within the interiors space and ensure our values come through in every piece of coverage. It’s about building lasting resonance, not just short-term attention.
‘The market is flooded with brands offering similar products and in a world where trust and authenticity matter more than ever, PR helps bridge the gap between brand and audience. By consistently placing Sofa Club in the right media spaces, we’ve created meaningful connections with both consumers and the wider design community.
‘As consumer behaviour shifts towards online shopping and research, PR’s role in driving awareness, fostering trust, and ultimately, influencing purchasing decisions, has never been more critical. The more than 300 pieces of media coverage in just one year has not only broadened Sofa Club’s customer base but have enhanced the brand’s relevance in the eyes of both consumers and industry professionals.
‘We’ve worked hard to humanise the brand by shining a light on the talent behind the scenes. Telling the stories of our directors and departments has been key in boosting our relevance not just with customers, but within the business community and wider industry too.’
The retailer plans to grow its PR and content headcount. ‘This is just the beginning. The media landscape is constantly evolving, and so is Sofa Club. We’ll continue to adapt, grow, and share our journey in ways that feel authentic and bold,’ says Olymbios.
