Sofa Club has appointed experienced retail leader Emma Dinnis as Non-Executive Director, strengthening its leadership team as the fashion-forward furniture brand continues its rapid expansion and sets its sights on becoming one of the biggest names in the UK sofa market.
Emma brings extensive experience across both furniture and fashion retail. During her time at Sofology, she helped lead the business to record profits, while her previous role as Global Retail Director at Topshop gives her a unique combination of expertise that closely aligns with Sofa Club’s positioning at the intersection of fashion, interiors and retail.
The appointment comes as Sofa Club enters an ambitious new stage of its growth. Co-founder Tom O’Neill and the wider leadership team are focused on scaling the business and challenging the sector’s established players, while maintaining the distinctive brand, product and customer experience that has driven Sofa Club’s success to date.
Tom O’Neill, Co-Founder of Sofa Club, said: “We’re a fashion-forward brand with huge ambitions, and we’re scaling Sofa Club to take on the biggest companies in our sector. Bringing Emma into the business gives us an incredible level of experience at exactly the right time.”
“Emma has been at the top of both the sofa and fashion industries, as Managing Director of Sofology and Global Retail Director at Topshop. That combination is incredibly relevant to where we’re taking Sofa Club. Her experience of scaling businesses, alongside her understanding of fashion, retail and sofas, will be invaluable as we enter our next phase of growth.”
For Emma, the opportunity to join Sofa Club was particularly compelling having watched the company develop from an emerging disruptor into one of the industry’s most exciting growth brands.
Emma Dinnis said: “When Tom approached me to work with Sofa Club, I jumped at the chance. I’ve followed and admired the brand since its inception, and it’s clear this is just the beginning of an incredible growth journey. Sofa Club is disrupting the industry and giving customers an experience unlike any other sofa retailer.”
Reflecting on her previous experience, Emma continued: “I loved my time with Sofology, growing the business to record profits, and I believe that experience, combined with my many years in fashion – particularly as Global Retail Director at Topshop – really suits Sofa Club’s positioning at the intersection of fashion and home.”
The appointment marks another significant step in Sofa Club’s ambition to redefine the traditional sofa-buying experience, combining the pace and cultural relevance of a fashion brand with a product and customer experience designed for the next generation of furniture shoppers.
