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Sofology hires former Ikea boss as new managing director

Sofology has appointed a former Ikea, Arcadia Group and M&S boss as its new managing director. Emma Dinnis who most recently worked for M&Co as its… View Article

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Sofology hires former Ikea boss as new managing director

Sofology has appointed a former Ikea, Arcadia Group and M&S boss as its new managing director.

Emma Dinnis who most recently worked for M&Co as its chief customer officer has taken on the role at the DFS-owned retailer, succeeding Harvey Ainley who stepped down in December.

Her appointment comes after the company’s first female chief executive Sally Hopson  stepped down last year. Hopson left the role after first joining the company in September 2018.

Mr Ainley had been Sofology’s managing director since June 2021, having been hired as chief operating officer in June 2019. He had previously worked for The Pets at Home Vets Group, CARE Fertility, Dreams, Asda and PwC.


In September 2021 it was revealed that Sofology had increased by more than £70m during the latest financial year of its parent company, DFS, as the brand bounced back from the Covid-19 pandemic.

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