2021 Great British Entrepreneur winner and sofa company Snug’s founder, Rob Bridgman is uniting three famous noughties boy-bands together for an exclusive VIP concert.


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Snug will be hosting a boy-band reunion that 24 lucky VIP winners will get the chance to watch live from the comfort of a Snug sofa. The concert will be made up of iconic noughties boy-bands, Blazing Squad, Blue and Five.  

The three brands are set to perform some of their biggest throwback hits in front of the intimate live audience - all set in a secret location in London, on Sunday 10th April. As well as the nostalgic concert, Snug is giving the audience the chance to meet the bands and will be hosting a Q&A where they can find out everything they’ve wanted to know!  

Recently Snug has tapped into the importance of social media and realised the benefits hosting live events and creating interactive content can have. So to ensure they cater to their “large and growing community on social media” Snug will be live streaming the concert on their Facebook page, and fans will be able to interact with the bands during the live Q&A session through Instagram. Prizes and discount codes will also be on offer throughout the streamed event.

Rob Bridgman, chief executive of Snug, told Campaign: “We’ve got a community of 250,000 followers. And our engagement rate is 5.5%, which is more than double the industry’s average. It’s a large community who are also very engaged. For us, it is a brand exercise in giving our community what they want. For me, it’s about bringing retail theatre to people’s phone screens.”

“What we’ve found over the last couple of years is that escapism has become quite a common and recurring theme where people like to switch off and scroll through their phone or watch their laptop or TV and relax and relieve any stress. So it’s key that this is a feel-good nostalgic event that is purely entertainment.”

Snug has been encouraged to host the live event after they recently became the first direct-to-consumer furniture brand to host a live online event in the UK.  The live event hosted by comedian Katherine Ryan was watched by more than 12,000 people across the UK - enough to fill Wembley Stadium. Snug now has more than 171,000 Instagram followers and over 83,400 people follow its Facebook page, proving their community is growing, and these live events are a way of keeping that community engaged. 

Bridgman was pleased with how engaged the Snug community has been and felt that after not being able to do experiential events for a couple of years, it is a great opportunity to now be able to bring the brand to life in the real world. “My view from the start is we are building a mass-market consumer brand, and we want Snug to be a culturally relevant brand that really speaks to our audience. I personally think that retail is moving more in favour of entertainment, especially with the way that people consume media and also the way that people sort of shop online” he said. 

For more information on the upcoming event, and to be in with the chance of winning a seat at the live event, visit https://get.snugsofa.com/snug-presents/