John Lewis has announced the appointment of Dom McBrien as its new Chief Digital and Omnichannel Officer, a key move that signals a stronger focus on elevating the online and in-store customer journey including for home categories like designer sofas and premium sofas.

Dom McBrien, who officially joins the company on 1st October, brings over two decades of digital transformation expertise. His previous roles include CEO at Body&Fit and global president for Direct to Consumer at Glanbia Performance Nutrition. He has also worked with major retail names like Microsoft, M&S, The White Company, Arcadia, and New Look.

Speaking about his new role, Dom said, “I am thrilled to be joining John Lewis at such a pivotal time in its transformation journey. The opportunity to contribute to a brand with such a rich heritage and a clear ambition to be the UK’s most trusted omnichannel retailer is truly exciting.”

Peter Ruis, Managing Director at John Lewis, added, “His extensive experience and proven track record in digital transformation will be invaluable as we continue to strengthen our digital leadership and deliver on our significant omnichannel ambitions.”

What This Means for Sofa Buyers

As more customers shop online for sofas and designer sofa collections, having a seamless omnichannel experience becomes essential. John Lewis’s investment in digital leadership is a clear signal that large retailers are prioritising better product discovery, faster delivery, and enhanced customer service values that we at Sofamax also hold.

With our own focus on delivering luxury designer sofas both online and in-store, we welcome industry innovation that improves the furniture shopping journey for UK households.