Sofa.com appoints new MD from M&S

Sofa.com has appointed a new managing director to lead a new strategic reset and expand into hospitality.

Sunayna Azam is to join the furniture retailer from Marks & Spencer, where she led the global relaunch of Jaegar. Prior to joining M&S, Azam held senior roles at Next, where she helped relaunch Laura Ashley post-administration.

Azam’s early career included roles at Unilever, Upfield and Newsweek Pakistan.

In the new role, she will execute Sofa.com’s new growth plan, strengthening its retail performance and striking new partnerships across hospitality, entertainment and design.

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.”