How Sultera Achieved 160% Revenue Growth by Systemizing Customer Experience

By Kelie Wong · 1st May, 2024

How Sultera Achieved 160% Revenue Growth by Systemizing Customer Experience | EasyStore

This blog was updated on 27 May 2025, for more information connect with our team: https://www.easystore.co/contact 

How Sultera Achieved 160% Revenue Growth by Systemizing Customer Experience

Sultera, formerly known as The Sultan, is now a household name in Malaysia for those seeking luxury home products—think hotel-quality towels, premium bedding, plush pillows, and curated home essentials that bring 5-star comfort into everyday living.

The idea was born in 2018 from a casual conversation founder Ashraf Aziz had at a friend’s house. 

A graphic designer by profession, Ashraf envisioned more than just selling products—he wanted to elevate the standard of sleep and living through luxurious, accessible comfort for everyone. 

EasyStore Sultera

Today, Sultera has grown into a beloved local brand with a strong presence on its official website and social platforms like Facebook, Instagram, and TikTok. 

They also operate a physical showroom in Shah Alam that mimics a luxury bedroom setup—complete with a king-sized bed where customers can experience the products firsthand.

6 Years of Growth with EasyStore

Partnering with EasyStore since day one, Sultera has grown its ecommerce and retail business exponentially.

EasyStore 6 Years of Growth with EasyStore

Here’s what they’ve achieved with EasyStore:

  • 5-figure daily revenue

  • 42% customer base expansion

  • 160% revenue growth

  • 300+ ambassadors nationwide

  • 5% international customer base

Starting Small, Scaling Substantially

Ashraf’s goal wasn’t just to sell—it was to build a brand that impacts lives. He achieved this by consistently leveraging digital trends and evolving customer behavior:

2018: Sultera launched its online store using EasyStore to establish a digital presence and start collecting valuable customer data.

EasyStore Starting Small, Scaling Substantially 2018

2019: As the pandemic hit, Sultera pivoted by launching the Sultera Ambassador Program, empowering stay-at-home moms and those affected by job loss to earn income by reselling Sultera products. EasyStore 2019

2020: Sultera activated multiple sales channels through EasyStore, such as Facebook and Instagram Shops. 

Orders, products, and customer information synced seamlessly in one backoffice—enhancing efficiency across platforms.

EasyStore Starting Small, Scaling Substantially 2020

2021: The brand reached 100 ambassadors nationwide, doubling its customer base. 

As TikTok rose in popularity, Sultera quickly integrated the channel via EasyStore, allowing customers to browse and shop directly through tagged videos.

EasyStore Starting Small, Scaling Substantially 2021

2022: With customer shopping behaviors evolving across platforms and devices, Sultera implemented a unified membership and reward system through EasyStore to improve loyalty and engagement.

EasyStore Starting Small, Scaling Substantially 2022

2023: As physical shopping returned, Sultera opened its Shah Alam showroom, integrating it with online operations using EasyStore’s mobile POS system. This brought true unified commerce to life—where retail and online experiences are one. 

EasyStore Starting Small, Scaling Substantially 2023

Key Achievements & Recognition

  • Top Rising Award by Annum Leadership

  • Top 3 at Top ECM Awards 2023 by SIDEC

  • Majlis PKNS Usahawan – Anugerah Peruncitan Perbaik 2023

EasyStore Key Achievements & Recognition

Sultera’s 2024 mission is to further unify customer experiences across all touchpoints—online and offline—and to surpass the milestone of 300 active ambassadors.

Stakeholders in Sync

Ashraf understood that the business needed to work for every stakeholder involved:

  • Customers: Easy access to shop, faster checkouts, real-time order tracking, and loyalty rewards

  • Staff: Streamlined operations, shared SOPs, and familiarity with EasyStore’s systems

  • Ambassadors: Consistent branding and centralized tools to empower sales

  • Founder: Scalable systems to drive sustainable business growth

The 160% Revenue Surge: What Powered It?

Ashraf emphasized that a satisfied customer tells 3 friends, but a dissatisfied one tells 11. With that in mind, Sultera focused on enhancing every interaction.

Here’s how they did it:

  • Unified SOPs: Every staff member is trained to handle both in-store and online transactions using EasyStore POS

  • Recognizing VIPs: Members are identified and rewarded at checkout using barcode scans, with auto-applied discounts

  • Big Bed Corner: Customers can test products in a real bedroom setup; inventory is updated live across online and offline platforms

  • Flexible Fulfillment: Options like buy online, pick up in-store and same-day delivery are offered for urgent orders

  • Strategic Bundling: Product bundles are curated to increase Average Order Value while maintaining clear profit margins

  • Tiered Membership: Two membership tiers (Elite and Gold) with exclusive perks to drive loyalty and repeat purchases

  • 24/7 Order Updates: Real-time notifications and email reminders keep customers informed

  • Peak Season Readiness: The team handles last-minute orders, especially during high-demand campaigns like Raya

Even the Palace Took Notice

Sultera’s branding originally included the name The Sultan, but in 2022, the Malaysian Palace Institute advised a change in respect for royal terminology. 

The team rebranded from The Sultan to Sultae, but that too was rejected for its similarity to dialectal references. Eventually, they settled on Sultera—a blend of sultan and sutera (silk), perfectly capturing the brand’s luxurious identity.

From Blueprint to Empire

Sultera’s success has inspired other entrepreneurs, including Sultera Xclusive by Quebiz, who adopted the same system through EasyStore to mirror the winning formula.

EasyStore From Blueprint to Empire

What’s Next?

Sultera plans to:

  • Launch more retail outlets

  • Open a warehouse in Sabah

  • Expand internationally into Brunei using EasyStore’s cross-border commerce features

EasyStore is proud to be part of Sultera’s journey and continues to power forward-thinking merchants like them in staying ahead of commerce trends.

Make Customers Love Buying From You

EasyStore empowers your brand to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that makes customers love buying from you.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.

Embrace UCX and redefine your business success today

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