Case Study: Sofa Club achieves 30-40% conversion lift and higher approvals for young buyers with DivideBuy

Sofa Club enables young people to purchase the sofa of their dreams with DivideBuy

Sofa Club, one of the UK’s leading sofa specialists, shifted from a primarily in-store retailer to an 80% online business but faced a financing hurdle: many of its younger, first-time buyers were declined by traditional point-of-sale lenders due to limited credit histories. To reach this key demographic, Sofa Club partnered with DivideBuy — a POS finance provider offering soft credit searches and adaptive lending technology to personalise credit decisions for each applicant.

DivideBuy implemented its solution in under two months (partnership began May 2020), using soft searches, personalised approvals, and options like higher deposits or guarantors and interest-free repayments to make purchases more accessible. The result: dramatically higher approvals and conversions — 30–40% conversion with DivideBuy versus 1–2% with another lender in a two-week comparison — leading to increased sales, improved ROI, and stronger engagement from younger customers.

Sofa Club

Sarah Phizacklea

Head of Sales