The sofa specialist is celebrating its 40th store location, as it opens its doors in Farnborough for the first time today.

The new store, which is located at Horizon Shopping Park, is the fifth of six new openings this year following York, Wednesbury, Kirkcaldy and Norwich. Rugby is set to open before Christmas.

As is third biggest store, the new Farnborough location will hold Sofology’s best sellers, as well as new launches, displaying over 100 ranges in interior-designed room settings.

Sofology, which was bought by DFS this year, offers more than 200 exclusive sofa ranges, with several new launches annually.

Sofology CEO Jason Tyldesley said: “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 fetaures 102 interactive touchscreens around the product bays, allowing customers to choose exclusive designs from any collection, and select the size, style and colour they want. Picking up shoppers’ lifestyle preferences, the screens will curate a collection of sofas recommended for them and showcase over 200 sofa ranges, 250,000 items and 1000’s of fabrics and leathers.

To celebrate the new store, Sofology is also offering customers the chance to save up to £250 when they order by Sunday November 12.