Sofa.com expands beyond sofas for 20th year

Online furniture retailer Sofa.com is broadening its range beyond sofas to include dining and bedroom items. Managing director Sunayna Azam and creative director Nicky Emlick discussed the brand's reset with Retail Gazette as it celebrates 20 years in business.

Azam and Emlick say they bring different strengths but share a vision for the brand's future.

Heritage and a new strategy

The digital-native company's anniversary provided a chance to look back and plan ahead. Azam states the brand has a strong heritage of 20 years. Since its acquisition by Frasers Group in 2019, the business was stabilised. The team recognised last year that it needed to sharpen its proposition due to a changing interiors market and the rise of challenger brands.

Azam explains they needed to build on their strengths. She says they have a clear competitive advantage and many strengths they were not talking about or optimising enough. That is where she and Emlick worked on a complete new strategy last year.

Emlick adds the reset changed how the company works internally. She notes the teams are more unified and everyone brings something specific. Decisions are now made around a roundtable where voices are clear and strong.

Listening to customer trends

Azam joined Sofa.com three years ago, initially leading marketing before becoming managing director. Last year was about laying foundations and building momentum. A lot of work was done to get the company ready operationally and structurally.

This work is supported by Sofa.com's vertically integrated manufacturing model. The retailer owns its own factory in Poland. Azam says this gives the business control over quality, lead times, and its ability to respond to demand.

Emlick stresses the most important part of their business is listening to the customer. This means listening to what is transitioning, what a customer wants, and how they want to live.

Their consumer research has identified new living-room rituals. One is the "Sofa Supper Club," where households increasingly eat takeaway meals on the sofa. This is fuelled by food-delivery apps and movie-night culture. Sofa.com says this shift is influencing buying decisions. It has led to a 25 percent uplift in stain-resistant performance fabrics as customers seek seating that can withstand spills.

Another trend is pet-friendly living. The "Paws & Relax" research found almost one in ten customers choose matching pet sofas in identical fabrics and finishes. This reflects a desire for cohesive interiors where pets have a designated seat.

A third trend is the "Sofa-Bed Boom." Shrinking homes and hybrid working push spare rooms to double as offices. More households opt for multifunctional designs that offer comfort by day and practicality by night.

Expanding categories and B2B growth

By listening to customers, Sofa.com ensures it caters to these trends through a growing category offering. Azam says they are looking to take it to the next level, focusing on dining and bedroom furniture. They want to tap into their upholstery expertise. People want design cohesion across their home, not just individual pieces.

For Emlick, the challenge is growing without losing the brand's distinctive identity. She says parts of the brand's 20-year history are still relevant now. That thread must continue into the next 20 years. Comfort remains the guiding principle as the retailer expands. They are known for comfort, quality, being built to last, and a good price point. Opening new categories like bed and dining means focusing on the most comfortable dining chair and bed. It is about the Goldilocks experience.

Another major growth pillar is business-to-business. Azam says Sofa.com has long had a loyal trade customer base, particularly among interior designers. It is now pushing further into commercial projects. Last year they stepped up the game by partnering with LW Theatres. They are doing bespoke furniture for them, which Azam says is a testament to the durability and quality of their furniture.

Emlick notes bespoke capability opens up further opportunities in hospitality and commercial interiors. B2B is an exciting journey. They do all the drawings for the theatres, offering a very bespoke service. This is exciting for opening up more hotel projects.

Furnishing from one delivery

With furniture retailers heading into the important pre-Christmas trading period, Sofa.com's manufacturing model gives it a point of difference. Azam says the business can plan ahead while remaining reactive. Because they have full control of the factory, peak planning happens way in advance, but they can manage that pipeline. Lead times are very short, which gives a huge competitive edge. They can do cut-off for Christmas much later than some other businesses and still turn it around within four weeks.

From a design perspective, Emlick says customers still want choice even when shopping to a deadline. There is still the find-the-one moment. To be able to live with that choice in a short deadline is actually quite good.

Preparing for peak and future growth requires digital transformation and operational readiness. Azam stresses the retailer is planning a website migration and further investment in its back-end systems. She says they are very aware of where the market is headed and want to make sure they have upgraded their systems. Success would look like being in a great place operationally, having solidified foundations to build from.

Emlick adds it is about being true to their identity while opening up categories like dining and bedroom. Customers need to feel they can come to stores, go online, and trust the process they have trusted for a long time with sofas, chairs, and sofa beds. The ambition is simple: being able to furnish your home from one delivery.