Sofology's 40th store location, on Horizon Shopping Park in Farnborough, opened today.

The new store is the fifth of six new openings this year, following York, Wednesbury, Kirkcaldy and Norwich. Rugby is set to open before Christmas.
 
The Farnborough store will feature Sofology's long-held no-pressure, no sales commission, service-driven customer experience. The retailer's 'Sofologists' are trained to help with what the company calls “the magic 6” – style, colour, comfort, sizes, durability and maintenance, all of which are considered to ensure the customers’ choice of sofa is right for them.
 
CEO Jason Tyldesley says: “We are excited to open our 40th store in Farnborough and have seen so much support for the brand nationwide. We believe that the right sofa can change your life for the better and it is our mission to bring the best, exclusive sofa design, good value and permanently honest pricing to our customers, while offering the very best customer experience. We do it differently because we understand how much home matters - it’s everything to everyone.”
 
The Farnborough store will feature 102 interactive touchscreens, which will curate a recommended collection of sofas plus over 200 sofa ranges, 250,000 items and thousands of fabrics and leathers.
 
Upholstery retail giant DFS bought Sofology for £25m in August this year.