Sofa.com, one of the UK’s original digitally‑native furniture brands, says it is marking its 20th anniversary with a renewed growth plan and a "strategic reset" to accelerate retail revenue and expand its B2B presence across hospitality, entertainment and design partnerships.
This business transformation is being led by newly appointed MD Sunayna Azam, a retail veteran with more than 15 years of senior experience across some of Britain’s best-known high street brands. She led the global relaunch of Jaeger at Marks & Spencer and played a key role in Laura Ashley’s post‑administration revival under Next, and her earlier career spans Unilever, Upfield and Newsweek Pakistan. She also founded Interiors by SA, her own interior design consultancy.
Working alongside her is creative director Nicky Emlick, whose design leadership is central to the brand’s renewed focus on quality, comfort and commercial expansion across both consumer and trade channels, says Sofa.com.
"Sofa.com’s origins are as distinctive as the brand itself," the business explains. "In 2004, before the business launched, the founders secured the Sofa.com domain through a high‑profile and widely covered ownership dispute that became one of early ecommerce’s most talked‑about moments.
"Two decades on, Sofa.com has grown from a single Chelsea showroom into an omnichannel business, outperforming much of the mid‑market. It now attracts more than a million customers a year and has delivered over a quarter of a million sofas to British homes since 2006 – enough seating to stretch from London to Edinburgh and back.
"Known for its high‑quality, British design‑led craftsmanship, Sofa.com pioneered sector standards including free next‑day fabric samples and lifetime‑guaranteed hardwood frames, and one of the UK’s earliest showroom‑plus‑online retail models, establishing it as one of the country’s most trusted names in contemporary furniture."
Sofa.com says it has seen strong performance across several key categories, reflecting how British homes are evolving: "Modular sofas continue to grow, with corner and chaise configurations rising in popularity YoY as more households create cinema‑style living spaces fuelled by celebrity culture. Designs such as the Long Island and the newly launched Sloane range have been stand-out performers.
"Sofabeds remain a resilient category, with the expansion of the Iggy and Izzy ranges driving uplift for AW25 as customers look for flexible solutions that make spare rooms and home offices work harder. Demand for performance fabrics is also rising, with stain‑resistant options increasing as families prioritise durability without compromising on style."
Sunayna comments: “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.
"Retail, hospitality, design – three powerful forces, one clear direction. Sofa.com has the brand, the talent and the commercial platform to compete at the highest level, and I am here to maximise every opportunity.”
With a plan to prioritise customer experience, enter new categories (including outdoor, bedroom and dining), accelerate B2B growth (building on the success of its partnership with Andrew Lloyd Webber-owned LW Theatres, targeting long-term partnerships with hotels and premium venues) and embrace design‑led collaborations with leading voices in British interiors (such as Hill House Vintage's Paula Sutton), Sofa.com is focused on "shaping the next chapter of the British home", concludes Nicky: "People are investing more in comfort, calm and spaces that genuinely support how they live – and our job is to stay ahead of those needs.
"We are refining our range, strengthening our identity and designing pieces that reflect where British homes are going, not just where they are today.
“That same forward design approach is guiding our expansion into new spaces. Whether it’s a living room, a garden, a theatre seat or a hotel lobby, people want environments that feel thoughtful, comfortable and built to last. Bringing the Sofa.com standard into those settings is a natural extension of who we are – design‑led, future‑focused and committed to creating spaces people love.”
Pictured: Sunayna Azam and Nicky Emlick
