Sofa.com expands beyond sofas for 20th

Sofa.com is broadening its product range beyond sofas to mark its 20th anniversary. Managing director Sunayna Azam and creative director Nicky Emlick told Retail Gazette the digital-native brand is focusing on customer-led design and a unified home furnishing offer.

Azam says the company's 2019 acquisition by Frasers Group provided stability, but a strategic reset was needed last year. The goal was to sharpen its proposition in a competitive market. "We really needed to build on our strengths," Azam explained. Emlick added that the reset created a more unified internal decision-making process.

Listening to new living trends

Customer research is central to the brand's new strategy. Sofa.com's studies have identified key shifts in how people use their homes.

One trend is the "Sofa Supper Club," where households increasingly eat takeaway meals on the sofa. This has led to a 25 percent increase in demand for stain-resistant performance fabrics. Another is "Paws & Relax," with almost one in ten customers now buying matching sofas for their pets. A third is the "Sofa-Bed Boom," driven by smaller homes and hybrid working, making multifunctional furniture essential.

Expanding categories and B2B growth

The insights are pushing sofa.com into new product categories. "We're really looking to take it from not just focusing on sofas, but to the next level, dining, bedroom," Azam said. Emlick stressed that comfort remains the guiding principle, aiming to provide "the most comfortable dining chair, the most comfortable bed."

Business-to-business is another major growth area. The company has a loyal trade customer base and is now pursuing commercial projects. Last year, it partnered with LW Theatres to supply bespoke furniture. Emlick noted this bespoke capability opens doors for hotel and hospitality projects.

Operational advantages for customers

Sofa.com owns its factory in Poland, which Azam says provides control over quality and lead times. This vertically integrated model is a key competitive edge, especially during peak periods like Christmas. "The lead times are really short," Azam said. "We can do cut-off for Christmas a lot later than some other businesses and still turn it around within four weeks."

The retailer is also investing in digital transformation, including a website migration, to solidify its operational foundations. Emlick summarized the overall ambition simply: "Being able to furnish your home from one delivery."