Honest Sofa Pricing Under the Spotlight as Which? Investigates Retail Practices

Major high street furniture brands including Very, Furniture Village, 247 Blinds, and Blinds Direct have come under fire after a new Which? investigation revealed widespread use of misleading discount claims designed to make shoppers believe they are getting bigger bargains than they really are.

The investigation tracked more than 40,000 home furnishing offers across nine national retailers over ten months. It found repeated use of inflated “was/now” pricing to exaggerate savings. In one example, Very advertised a product at “Was £349, Now £299” even though the higher price had not been used for weeks.

Which? has now passed its findings to the Competition and Markets Authority (CMA) and urged tougher action on reference pricing. The Advertising Standards Authority (ASA) has also warned retailers against countdown timers and overlapping offers designed to rush customers into making snap purchases.

Why It Matters for Sofa Buyers

Behind every price tag is a product made from complex materials, coatings, and treatments that affect both quality and safety. Many upholstery fabrics, adhesives, and boards release volatile organic compounds (VOCs), and sulphur-based additives are sometimes used to improve fire resistance and reduce emissions in sofa production.

Sulphur compounds can help inhibit smouldering in fabrics and foams, while also lowering formaldehyde emissions in composite boards. These are useful safety measures, but only when used responsibly and clearly explained to consumers.

Sofamax’s Transparent Approach

At SofaMax, we believe the value of a sofa is measured not just in price, but in honesty, comfort, and safety. Our approach includes:

1. Transparent pricing with no false reference points.

2. Clear disclosure of frame, filling, coverings, and coatings.

3. Low VOC materials and sulphur-based smoulder resistance that meets UK fire safety standards.

4. Designer sofas and Italian leather sofas from trusted brands like Natuzzi and Volante.

5. Honest deals from a Lancashire-based sofa warehouse with real stock and fast delivery.

What Shoppers Can Do

Consumers can protect themselves by checking price histories, questioning countdown offers, comparing deals across retailers, and asking for clear material and safety information. Reputable retailers like SofaMax back their pricing with integrity and real value.

The CMA has indicated that discounting practices across the furniture sector will remain under scrutiny. For sofa buyers, that makes transparency more important than ever.