A Sofa Brand Built on Making Things Simple
Zofa is a Yorkshire sofa brand with over 40 years of family sofa-making behind it. It makes every sofa in-house, delivers in four to six weeks and sells online and through its three showrooms. Its Shopify store is built and run by its agency, Everpro.
Zofa's promise is "Sofas. Made simple." That means one price across more than 40 fabrics, no upgrade charges, a lifetime frame guarantee and a 10-year guarantee on seat cushions. For Zofa, simple does not stop at delivery.
Closing the Confidence Gap
Zofa's average order is over £3,000, and many customers buy online without sitting on the sofa first. What makes them hesitate is rarely the frame. It is what everyday life might do to a new sofa: a spilt drink, a muddy paw. In a 2023 survey, 36% of US adults said they had avoided buying high-priced furniture for fear it could be damaged¹.
Zofa's guarantees cover how a sofa is made, not how it is lived in. Accidental damage had been covered by a traditional five-year care plan, built for the shop floor rather than e-commerce: offered at the end of the order, set up by hand and sold as an extra of around £200. It arrived too late to build confidence, and it felt like a hard sell rather than a compelling value add.
Making Protection Part of the Sofa
In May 2026, Zofa chose Loxa and made three years of accidental stain and damage protection complimentary on every sofa, across its whole range. It suits a brand built on simplicity, and it covers the accidents customers worry about most: spills, stains, pet damage, rips and burns, with no excess on valid claims.
The complimentary protection offer appears on the product page as customers configure their sofa, alongside size, fabric and colour. Every configuration shows that the sofa is protected against stains and accidental damage for three years, so customers can choose the fabric they love rather than the one they think is safest. The same experience gives them the option to extend to five years for a small additional cost.
Loxa's tech team worked alongside Everpro from onboarding to go-live, fitting protection into the store Everpro had built with no rebuild of the site. The two teams tested the experience together on the live store, Everpro's developers singled out how polished it looks, and Zofa went live within seven weeks of choosing Loxa.
From the Product Page to the Showroom Floor
As a business rooted in traditional furniture-making, Zofa understands that many of its customers want to see and feel a sofa before they buy. Protection is built into its showroom tills, so in-store and phone orders, including custom pieces, are covered in exactly the same way as online orders.
Loxa produced Zofa-branded leaflets for each showroom and a comparison leaflet that sets typical repair costs, from £140 for stain removal to £380 for an arm replacement, against the cover that comes with every sofa. Together they help customers understand the value of the protection Zofa includes. Staff trained by Loxa explain what is covered and how to claim, and customers take the leaflets home as a reminder of the conversation.
From Hard Sell to Selling Point
Including protection changed how Zofa sells. Staff no longer ask customers to pay extra at the end of an order. They talk about a benefit that already comes with the sofa, from the first conversation onwards.
Zofa now promotes protection openly, with paid social ads such as "One less thing to think about" and "Accidents happen. That's why protection is included as standard". For a high-value sofa discovered online, that message is itself a confidence builder, reassuring customers before they ever reach the product page.
Aftercare That Lasts Long After Delivery
For Zofa, the sale is the start of the relationship. Policies are created automatically from every order, replacing the manual set-up of the old plan, and customers can claim directly with Loxa online or by phone. Loxa arranges the repair or replacement from start to finish, so Zofa's team can focus on making and selling sofas.
Alongside Zofa's own guarantees, that gives customers one clear promise: Zofa stands behind the sofa it built, and everyday accidents are covered too.
What Included Protection Has Delivered
High-value pieces, protected as standard. Every one is covered whether it was bought online, in a showroom or over the phone.
1 in 10 customers pay to extend their cover to five years, even with three years already included. Extension take-up doubled between July and September, reaching around 1 in 6 customers. Customers who feel looked after want that for longer, and every extension adds revenue to a sale Zofa has already made.
A benefit customers keep, with no requests to remove the cover in exchange for a lower price.
One more lever for conversion. Zofa and Everpro refine every step of the purchase journey, and included protection is now part of that work. Its exact effect on conversion cannot be isolated and is not claimed here, but removing one more reason to hesitate on a purchase of this size plays its part.
Ready to make aftercare part of every sale? Book a call with Loxa.
