Sofa in a box brand Snug has announced the opening of its new store in London Westfield.

The new 3,034sq ft space, which is located in between Heal’s and Raft Furniture, features its best-selling snugglers, 2 and 3 seaters, chaise sofas and sofa beds.

To celebrate the launch, the brand has planned a range of in-store activations to immerse customers into the world of Snug.

“Customers are invited to snuggle up and grab some free popcorn in Snug’s specially-designed home cinema space. With a selection of seasonal favourites on show across Halloween, get comfy on one of Snug’s show-stopping daybeds and keep your eyes peeled,” the brand said.

“During the last two weeks of October, Snug will be hosting an in-store assembly challenge to see who can build a sofa the quickest. The customer that comes out on top will win £150 off their sofa purchase, simply pop into the store and speak to a member of staff to give it a go.

“The ultimate challenge, can you tell the collections apart? Sit back and relax using only your bottoms to comfort test Snug’s iconic collections. Any participants will be automatically entered into a monthly prize draw, for a chance to win their sofa for free.

“To celebrate the new opening, the 100th customer will get their sofa purchase for free! This exciting new location in the heart of the capital is open for business and ready to meet the next generation of snuggers.”