Who Really Invented the RH Cloud Couch?

 The Untold Story of Timothy Oulton, RH, and Soulfa’s Rise

Few pieces of furniture have reached icon status quite like the RH Cloud Couch. Its deep, feather-filled cushions and luxurious silhouette have made it a favorite among celebrities, designers, and homeowners seeking a balance between elegance and relaxation. But behind this modern icon lies an untold story, one that begins with British designer Timothy Oulton, and continues with a new generation of innovators like Soulfa, who transformed the idea of modular, cloud-style comfort into a more sustainable and attainable reality.

This is the story of how the Cloud Couch was born, how the trend took off, and how Soulfa became one of the original pioneers of the modular cloud-like sofa, redefining comfort for the modern home.

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The Designer Behind the Icon: Timothy Oulton

The origins of the Cloud Couch trace back to Timothy Oulton, a British designer whose work is rooted in craftsmanship and nostalgia. Growing up in his father’s antiques business, Oulton developed an early appreciation for timeless forms and tactile materials.

His approach to design balanced heritage with innovation and in the early 2010s, he began experimenting with what would become his most famous concept: an ultra-plush, sink-in sofa that blended traditional upholstery techniques with a new kind of casual luxury.

That design became known as the Cloud Sofa, characterized by low arms, oversized cushions, and the feeling of sitting inside a cloud.

Restoration Hardware (later rebranded as RH) saw the potential of Oulton’s creation and formed a partnership to produce and distribute it under the RH name. The Cloud became one of RH’s most iconic products, marketed as “designed by Timothy Oulton” and celebrated as the ultimate in laid-back luxury.

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How RH Made the Cloud a Lifestyle

RH didn’t invent the Cloud Couch, but it mastered how to sell it. Through cinematic photography, massive “source book” catalogs, and museum-like galleries, RH elevated the Cloud into a lifestyle symbol.

The company’s marketing told a story not just of furniture, but of a feeling: light-filled rooms, sun-washed linen, and the effortless calm of California modernism. The Cloud became shorthand for refined comfort, and for RH, it became a defining product in its transformation from furniture retailer to luxury design brand.

The collaboration with Timothy Oulton allowed RH to leverage an independent designer’s artistry while keeping manufacturing, materials, and retail pricing in-house. While the details of the arrangement were never made public, industry insiders have long described it as a design licensing partnership, Oulton provided the concept, and RH brought it to the global stage.

By the mid-2010s, the Cloud Sofa wasn’t just furniture. It was a movement.

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2015: The Year the Cloud Trend Took Over

Around 2015, the “Cloud Couch” style went mainstream. Consumers were moving away from formal furniture and gravitating toward cozy, livable spaces. Design trends shifted from mid-century rigidity to organic minimalism, with comfort at the center.

The RH Cloud became a symbol of that shift. Celebrities and influencers embraced it, showcasing the sofa in sleek, white living rooms across Los Angeles. The look spread like wildfire on Pinterest and Instagram, fueling a wave of “cloud-style” furniture designs.

But while RH’s Cloud dominated social media, another brand was quietly shaping the same revolution, one rooted in craftsmanship, comfort, and authenticity.

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Soulfa: The Parallel Story of an Original Innovator

The same year RH launched its Cloud line, Soulfa began producing its own modular, cloud-style couches, completely independently. Founded in 2015, Soulfa’s mission was clear: to create a modular sofa that delivered the same level of plush, enveloping comfort, with higher-quality materials, transparent pricing, and a longer lifespan.

While other brands chased trends, Soulfa focused on fundamentals:

• Premium fill using feather/down and optional 1.5” memory foam inserts for lasting structure.

• Washable, non-toxic fabrics that keep homes safe, clean, and practical for families and pets.

• Modular flexibility, allowing customers to build and rearrange their sofa with ease.

• Solid quality cubes that arrive fully built, absolutely no assembly required. Unlike cheaper modular couches that take two to three hours of frustrating setup, Soulfa pieces are made to connect instantly, not constructed like flat-packed furniture. Each cube locks securely in place, so you can unbox, position, and start lounging within minutes.

• 20-year frame warranty, reflecting the company’s commitment to durability and sustainability.

By bypassing showrooms and retail markups, Soulfa sold directly to customers, offering premium quality without the middleman markup.

In other words, while RH made the Cloud famous, Soulfa made it price accessible, without compromising quality or ethics.

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Why the Cloud Couch Captured the World

The Cloud trend didn’t rise by accident. It was a reflection of shifting lifestyles and a longing for comfort that felt both modern and timeless.

1. Comfort Over Formality

After years of minimalist, angular design, homeowners began craving softness. The Cloud Couch offered exactly that: plush cushions, deep seating, and the kind of lounge-ready silhouette that made a living room feel instantly more welcoming.

2. The Influence of Celebrity Design

From Kendall Jenner to Kerry Washington, celebrities showcased the RH Cloud as the ultimate statement of understated luxury. This visibility turned the sofa into an aspirational object, one that represented not just comfort, but cultural status.

3. The Power of Social Media

The Cloud’s signature look; bright, neutral, and photogenic, made it perfect for social media. Its clean lines and cozy textures aligned with the “coastal luxury” and “California modern” aesthetics that dominated the 2010s.

4. The Shift Toward Modular Living

Perhaps most importantly, the Cloud trend marked a turning point in how people thought about furniture. Homes were evolving, and flexibility was key. Families wanted pieces that could adapt to new layouts, expand with their needs, and still feel elevated.

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The Evolution of Modular Design

If the 2010s were the decade of the Cloud, the 2020s are the era of modular luxury and Soulfa has become one of the defining names in this next chapter.

Traditional sofas often lock you into one configuration, but Soulfa’s modular cubes; corner, armless, and ottoman, allow limitless rearrangement. Whether you’re styling a downtown loft or a family living room, each cube can clip securely to the next and evolve with your space over time.

That adaptability is more than a design feature; it’s a philosophy. Soulfa believes that comfort should grow with you. You shouldn’t have to replace your sofa every few years. You should be able to build on it, refresh it, and enjoy it for decades.

This modular innovation is where Soulfa diverges from traditional retail models. While RH’s Cloud remains fixed in size and orientation, Soulfa’s version reimagines the “cloud” as a living system; evolving, flexible, and future-proof.

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Soulfa’s Materials: Built to Last, Made to Live

Where RH’s Cloud Couch relies heavily on retail presentation, Soulfa emphasizes materials and craftsmanship. Every Soulfa piece is built with solid hardwood framing, wrapped in high-resilience foam, feather/down fill, and an optional 1.5” memory foam topper for extra sink-in comfort.

Customers can choose from 10 premium upholstery options, including natural linen, upgraded thicker weaves like White Sand and Tulum, velvets that resist shading, and washable vegan leathers inspired by Tesla interiors.

Even the small details, like the hidden under-cube clipping system, are engineered for practicality, keeping each configuration perfectly stable without visible brackets.

And when it comes to service, Soulfa takes a radically personal approach. Every customer has access to one-on-one, real-time texting with an experienced designernot a chatbot or call center. Whether you need help choosing fabrics, designing a layout, or customizing depth and configuration, a real designer guides you through every step, directly via text, WhatsApp, DMs, or email.

This level of personalization reflects Soulfa’s belief that buying a sofa should feel collaborative, not transactional. It’s comfort made human, design that listens, not just sells.

These elements come together to form something rare in modern furniture: luxury that’s livable.

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From Oulton’s Cloud to Soulfa’s Future

When Timothy Oulton designed the original Cloud Sofa, he redefined comfort. When RH popularized it, they transformed it into a luxury symbol. But when Soulfa launched its own modular couch that same year, it quietly set the stage for the next evolution, one that prioritizes quality, sustainability, and accessibility over spectacle.

For Soulfa, comfort isn’t just about how a sofa feels; it’s about how it fits into everyday life. It’s washable, adaptable, and built to last decades, not seasons. And in doing so, Soulfa has helped reshape what “luxury” truly means in the modern home.

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The Legacy of the Cloud Couch

So, who really invented the RH Cloud Couch? Technically, it was Timothy Oulton, whose design brought a new softness to luxury furniture. RH’s role was in elevating that concept through marketing and reach, turning the Cloud into a cultural icon.

But Soulfa’s story runs parallel — launching its own modular couch in 2015 and evolving the design philosophy into something even more practical, sustainable, and long-lasting.

Today, while other brands replicate the look, Soulfa continues to lead the movement. Each Soulfa modular sofa represents not just the evolution of the Cloud trend, but the realization of what it was always meant to be: comfort without compromise, quality without excess, and design that lasts a lifetime.

Thank you, Timothy Oulton, we are indebted.