Sofa giant CSL has completed a wholesale rebrand as it revealed it is on target to reach sales of £100m for the first time. By Christmas all 26 of the firm’s stores will be operating as Sofaworks as part of the family-owned retailer’s strategy to differentiate its culture and multichannel proposition from other furniture stores.
As well as a new website, Sofaworks is launching an app, has developed its own line of sofas for the first time, and is already stocking exclusive product ranges. The changes come as Sofaworks prepares to unveil record results, with turnover up 17% over the course of the year, boosted by three new store openings in 2013 (Slough, Paisley and Solihull) alongside single-digit like-for-like sales growth.
In addition, Sofaworks is opening new stores in Coventry and Stockton-on-Tees before the end of the year, with 125 new jobs created by the five openings. The firm has also relocated its Blackburn outlet to new premises. As a result, the retailer expects turnover for the year to December 31 to surpass £100m (2012 – £89.2m).
Sofaworks will create a further 225 jobs by opening nine new stores during 2014, building on this year’s buoyant trading figures and reflecting the growing confidence of UK consumers for big-ticket items.
Jason Tyldesley, chief executive of Sofaworks, says: “We have always taken pride in treating customers with respect and being open and honest – these are the values that have been with the business from the start. However, as Sofaworks, we’re taking that proposition a step further, creating a truly unique and market-beating customer offer.
“The change in our name reflects this different approach and the relaxed, friendly and helpful atmosphere people will find in-store. Unlike other retailers, we know that when people are shopping the last thing they want is the hard sell.
“The new stores we open next year – increasing the size of our estate by a third – will also ensure that even more people can experience that difference. With strong evidence of rising consumer confidence, our trading performance and plans for next year mean we are perfectly positioned to capitalise.”
Meanwhile, Sofaworks has made a series of appointments to strengthen its senior team for 2014: Kevin Snowball, formerly of Lloyds Pharmacy, has joined as head of retail; former Floors-2-Go chief executive Simon Farnsworth has been appointed head of finance; and Jason Glover, ex-head of IT at luxury travel brand Kuoni, has joined as chief information officer.
The retailer is also due to open a new distribution centre in Rugby before Christmas, the firm’s fifth UK site.
Sofaworks was established by the Tyldesley family in 1984 as a single store near Burnley, Lancashire. It remains wholly owned by the family and employs more than 700 people.