Sofa.com has appointed Sunayna Azam as Managing Director to lead a new strategic reset and drive the next phase of growth at the digitally-native furniture brand, which marks its 20th anniversary this year.
Azam, a senior retail operator with more than 15 years’ experience across major British brands, will oversee a renewed commercial agenda focused on strengthening retail performance and expanding Sofa.com’s presence across hospitality, entertainment and design-led partnerships.
She joins from Marks & Spencer, where she led the global relaunch of Jaeger, and previously held senior roles at Next supporting the revival of Laura Ashley post-administration. Her earlier career spans Unilever, Upfield and Newsweek Pakistan, alongside founding her own interior design consultancy.
Azam will work closely with Creative Director Nicky Emlick, whose design leadership underpins the brand’s focus on quality, comfort and commercially scalable design.
Azam’s appointment comes as Sofa.com sets out a new growth plan anchored in four areas:
- Customer Experience Engine — investment in digital performance and showroom experience
- Category Expansion — entry into outdoor, followed by bedroom and dining
- B2B Growth — building on partnerships with hotels, theatres and premium venues, including LW Theatres
- Design Collaborations — expanding partnerships with leading British interiors voices such as Paula Sutton
Sunayna Azam, Managing Director, Sofa.com, said: “Leading Sofa.com into its next chapter is a privilege I am immensely proud of. Twenty years of consumer trust is not inherited; it is earned, protected and continually strengthened. Retail remains the engine of our business, and we are investing significantly to make the customer experience exceptional, both online and in our showrooms.
“The momentum, however, lies in what we are building alongside it. Two decades of expertise in comfort, materials and design have given us something rare in this market: the craft, the knowledge and the credibility to take our proposition far beyond the living room. Hospitality is our accelerator, opening doors to hotels, theatres and premium venues where considered comfort truly matters.”
