As the founder and CEO of E’sorae Home, Sorae is redefining the standards of comfort, quality, and elegance across the continent. “I knew the African market was ripe for a home transformation,” says Ewaen Sorae, a visionary entrepreneur from Nigeria on a mission to revolutionize Africa’s home hospitality and decor industry.
In 2010, just short of qualifying for British citizenship, Sorae made a bold and unconventional decision. For many Africans, the opportunity to extend their stay in the U.K. as a path to citizenship offers stability and improved prospects for future generations. However, for Sorae, the call to entrepreneurship was stronger. Recognizing the immense potential in an underdeveloped market, he chose to return to Nigeria from the U.K. “The U.K. offered better prospects at the time, but I saw an opportunity in Nigeria that couldn’t wait,” Sorae recalls. This decision marked the beginning of E’sorae Home, a brand that would grow to rival global giants and redefine the home industry in Africa.
E’sorae Home started with a focus on high-quality beddings and towels in Lagos. The company quickly expanded to include a wide range of home and lifestyle products, establishing a strong market presence across Nigeria. Today, E’sorae Home serves over 94,000 customers and 736 hotels, producing up to 856 duvets and numerous premium mattresses daily.
At the heart of E’sorae Home’s success is its commitment to innovation and quality. The company employs a dedicated research and development team to create products that enhance sleep quality. Their flagship products, including high-breed massage beds and pocket spring mattresses, are designed to provide unparalleled comfort and support. Additionally, E’sorae offers a range of sleep-related products, such as fragrances and scented candles, and provides in-house sleep doctor consultations.
Sorae’s vision extends beyond Nigeria. E’sorae Home is embarking on an Africa-wide expansion, targeting markets in Accra, Dakar, and Abidjan. The company is also exploring opportunities in the United States and the United Kingdom, leveraging trade agreements like the African Growth and Opportunity Act (AGOA) and the US-Africa Trade Relations Act.
The journey has not been without challenges. Sorae faced significant hurdles in navigating regulatory environments and economic volatility in Nigeria. However, his resilience and ability to leverage his experience and network have been instrumental in overcoming these obstacles. “Building strong relationships with all partners in the value chain and focusing on local production have been key to our success,” Sorae explains.
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