“I knew the African market was ripe for a Home transformation,” says Ewaen Sorae, a visionary entrepreneur from Nigeria, who is on a mission to transform Africa’s Home hospitality and home decor industry. As the founder and CEO of E’sorae Home, Sorae is redefining the standards of comfort, quality, and elegance across the continent.
A Bold Decision
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 is an important generational decision, offering 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 Home in Africa.
Building the Brand
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.
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Innovation and Quality
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.
Expanding Horizons
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.
Overcoming Challenges
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.
Social Impact
E’sorae Home’s impact extends beyond its commercial success. The company has created numerous jobs and contributed to the local economy by supporting local production and reducing the need for imported goods. Sorae and his wife, Iyobosa, also established the OpesVenit Family Office to create generational wealth for their family. This initiative has led to projects in retail, hospitality, education, and technology, including the acquisition of one of their businesses, WhiteTree Gourmet, a Home retail groceries supermarket.
The E’sorae Foundation, a non-profit organization focused on various community initiatives, has recognized that education is the foundation of any society. In light of the impact of COVID-19, there was an urgent need to delve into a reformative strategy within the education sector. To address this gap, the foundation introduced experiential learning to early childhood education. The school established under this initiative is currently one of the best experiential Montessori institutions in the region. Here, children learn by transitioning from concrete experiences to abstract concepts, with a strong emphasis on extracurricular activities, moving away from traditional rote memorization methods.
The Future
Looking ahead, Sorae envisions E’sorae Home becoming a leading brand in the global hospitality and furniture industry. The company’s long-term vision includes expanding its product offerings, entering new markets, and maintaining its innovative edge. “We aim to set new standards in the hospitality sleep industry and create opportunities that improve the quality of life for people across the continent,” Sorae states.
Sorae’s journey is a powerful example of how visionary leadership can transform industries and drive economic growth. His story is a testament to the power of resilience, creativity, and a commitment to excellence. As E’sorae Home continues to grow and expand, it is poised to become a global leader, setting new benchmarks for quality and innovation.
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