Sunayna Azam [pictured left] has been promoted to managing director of Sofa.com, as the Frasers Group looks to drive the next phase of growth at the digitally-native furniture brand.
Azam will oversee a renewed commercial agenda for the 20-year-old brand, 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. She 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.
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Azam 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.”
Azam will work closely with creative director Nicky Emlick [pictured right].
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