Interiors brand, Sofology, today announces Craig Revel Horwood as its head of fusstomer experience, in charge of maintaining the fussiest of standards at stores across the nation.
It comes as new research by Sofology, reveals the quirks and fussiness that Brits hold dear in their homes, revealing a nation of proud perfectionists when it comes to domestic details. From having no TV on the wall, making sure cushions are symmetrical before going to bed, and having a cohesive colour scheme – fussiness is officially in fashion.
The research of 2,000 UK adults found that 80% admit to being particular about how their home is kept, with preferences spanning everything from décor choices to daily routines. Whether it’s the placement of ornaments or the exact number of cushions on the bed, Brits are unapologetically proud of their home habits.1
Sofology has long known its customers are the fussy ones and prides itself on being there for the delightfully hard to please. No request – no shade or swatch match or sofa testing session, no hours spent choosing – is too much for sofologists who are trained to the fussiest of standards. No request – no shade match, no swatch request or sofa testing session, no hours spent choosing – is too much for its sofologists who are trained to the fussiest of standards. And so, who better to supercharge that training than the famously impossible to impress, Craig Revell Horwood.
Revel Horwood comments: “Fussiness is an art form, and I’m here to ensure Sofology absolutely masters it darling. As part of this, I’ve been putting sofologists to the test as the Nation’s fussiest undercover shopper – making sure they can handle even the most particular of requests.
“I am loving my role as head of fusstomer experience at Sofology – everyone knows I’m not afraid to speak my mind, my standards are sky-high, and I expect nothing less than fabulous. So really, I was the ONLY person for the job. It turns out, the only ones fussier than me, is Sofology!”
A spokesperson for Sofology added: “At Sofology, we celebrate the art of choosing well, and that starts with embracing our fusstomers. We know that being particular isn’t a flaw; it’s a superpower. We are all particular about different parts of our home, but at Sofology we love that our customers are fussy. Whether it’s the perfect shade match, a swatch that speaks to your soul, or hours spent testing sofas until one feels just right, we’re here for it. We’re as much a devil for the details as even the fussiest of customers. Because everyone deserves a home that reflects their unique style, and we’re proud to meet even the fussiest standards.”
Brits are also not shy about sharing when things are not up to their high standards, with 74% say they’ll speak up when someone breaks their house rules. Top triggers include leaving the bed unmade, misplacing cutlery in the drawer, and perhaps most controversially, overusing the dreaded ‘big light’.1
However, the study found that 82% believe there’s nothing wrong with being particular, especially when it comes to creating a space that feels truly personal. In fact, 68% say their home reflects their unique style, and 60% have their own special way of doing things.
Additionally, over a third of Brits (36%) were particular about their home because it made it a much nicer place to live, and 35% said it was because they liked things done the way they prefer, and a third said it made them happy.
Nearly a fifth (16%) were particular about their home because they felt proud of their attention to detail, and 12% said it reinforced their sense of identity.
When guests are expected, Brits also spend an average of 44 minutes preparing their homes, ensuring everything is just right. For many, fussiness isn’t about control – it’s about comfort, empowerment, and setting standards that make their space feel truly theirs.
For help embracing your inner fussiness, go to Sofology.co.uk or instore across the nation.
