Sofology – Rugby – Opening Hours & Store Details Sofology occupies a place in Elliot’s Field Retail Park on Leicester Road, a 1.26 mile driving distance north of the centre of Rugby, in Newbold (by Junction One Retail Park and Boughton Road Recreation Ground). The store provides service primarily to the locales of Clifton-upon-Dunsmore, New Bilton, Overslade, Newbold on Avon, Long Lawford, Rugby Town Centre, Hillmorton, Brownsover and Newton. Today (Friday), service starts at 10:00 am and ends at 8:00 pm. This page includes hours of business, navigation or product ranges for Sofology Rugby.