Coming to the retail sector from a background in interior design and branding, Sunayna Azam joined Sofa.com (part of Frasers Group) in 2023, and was appointed MD this June. She has since led the company's turnaround to positive EoY results, drawing on her 15 years of brand-building experience across global consumer brands including Jaeger (M&S) and Laura Ashley (Next).
How might a child describe what you do?
Tell grown-ups to spend their money on good sofas, which can only be bought at sofa.com!
What’s the biggest long-term challenge you face?
Remaining relevant in an ever-changing world, and adapting both personally and professionally to the new AI-powered reality.
If you had 10 x your working budget, what would you spend it on?
Brand awareness campaigns. I am the biggest advocate of OOH and its effectiveness.
What would be the title of your autobiography?
Own the Narrative.
What does ‘work/life balance’ mean to you?
Inspiring my daughters while being consistently present for them.
Who’s been your most influential professional mentor?
My manager in my first role in the UK. She inspired me, believed in me, and has been a source of support and encouragement across my professional growth and ventures.
What advice would you give your younger self?
Don’t let self-doubt ever hold you back.
What’s been your best day in business to date?
Sofa.com’s EoY results for FY26. We delivered positively against a very challenging turnaround plan.
What’s the biggest myth about our industry?
That all affordable sofas are made in the Far East. At Sofa.com, we offer great value for money to our customer through European manufacturing.
What should everyone in our industry either stop or start doing?
Focus on quality and durability that offers longevity.
Where do you see the industry going in the next 5-10 years?
More savvy customers seeking multi-functional furniture pieces that deliver greater value for their investment.
This interview featured in September's issue.
