Selling sofas in a financial meltdown Selling sofas in a financial meltdown is a Danish company that designs and sells upmarket furniture. After the financial crisis, consumer spend in the category fell and in 2010 suffered its worst ever financial results. The brand repositioned furniture as closer to fashion in enabling people to express their personalities via style choices, and marketed Bolia as the best brand to support such self-expression. The communications strengthened positive perceptions about Bolia and increased traffic to its stores and digital channels. Between 2010 and 2015 the company swung from a Euro3.5m loss to a Euro8.1m profit. Overall, the strategy is estimated to have returned Euro6.8 for every Euro invested.