Why Sultera Had to Change Its Name—and How It Sparked Greater Growth
By Kelie Wong · 2nd May, 2024

This blog was updated on 27 May 2025, for more information connect with our team: https://www.easystore.co/contact
Why Sultera Had to Change Its Name—and How It Sparked Greater Growth
Everyone dreams of sleeping like royalty—or like a Sultan, in Bahasa Melayu.
Sultera, originally known as The Sultan since its launch in 2018, was founded by graphic designer turned entrepreneur Ashraf Aziz. Today, it has become a top choice for Malaysians seeking premium home products, including hotel-quality towels, bedding, pillows, and more.
With a mission to bring the 5-star hotel experience into everyday homes, Sultera empowers customers to enjoy luxury, comfort, and elegance—all without leaving their bedroom. In fact, 1 in 10 Malaysians now sleep better with a bantal (pillow) from Sultera.
From Conversation to Commerce
The idea for the brand was born from a casual conversation at a friend's house. Within months, Ashraf launched an online store, tapped into key sales channels like Facebook and Instagram, and began scaling with the help of EasyStore.
Even during the COVID-19 pandemic, Sultera’s growth didn’t stall—it soared.
A major driver was the launch of the Sultera Ambassador Program, which allowed everyday Malaysians, including stay-at-home mothers and retrenched talents, to become entrepreneurs themselves.
Sultera was soon featured on TV AlHijrah, and with every emerging sales channel—such as TikTok—they expanded effortlessly with just a few clicks, all from their 5-lot office-showroom in Shah Alam.
Why the Malaysian Palace Institute Stepped In
By 2022, the brand’s rapid growth began to attract national attention—including from the Malaysian Palace Institute.
The Institute advised the brand to change its original name, The Sultan, to show cultural respect for the term "Sultan." Taking this seriously, the team brainstormed and rebranded as Sultae.
However, this name was also rejected for its phonetic resemblance to how "Sultan" is pronounced in the Kelantanese dialect.
Back to the drawing board, the team considered what truly represented their brand. Inspired by the luxurious materials in their products, especially silk (known as sutera in Bahasa Melayu), they combined sultan and sutera to form the name Sultera.
This rebranding—though costly—marked a turning point in the company’s growth.
Sultera’s Rise
Sultera continued its upward momentum with impactful campaigns, events, and collaborations:
Key Collaborations and Appearances:
Tujuh Kristal x Sultera: Collaboration with a smart home brand
Karnival Keusahawanan PKNS 2023
Karnival Upin & Ipin 2023
Major Achievements:
Raya Campaign 2023: Achieved highest 7-figure sales to date
Cross-border Expansion: Entered Singapore and is eyeing Brunei
Ambassador Program: Over 300 ambassadors recruited nationwide
Awards and Recognition:
Top Rising Award by Annum Leadership
Top 3 at the Top ECM Awards 2023 by SIDEC
Majlis PKNS Usahawan Anugerah Peruncitan Perbaik 2023
A 160% Revenue Surge
Ashraf, who had no prior retail experience, saw a 160% revenue surge during Sultera’s first retail launch.
He highlighted a key insight: while a happy customer tells three people, a dissatisfied one may tell eleven.
This drove him to prioritize synchronized branding, operational efficiency, and an elevated customer experience at every touchpoint.
How Sultera Achieved 160% Revenue Growth by Systemizing Customer Experience
What Sets Sultera Apart
Sultera focuses on converting first-time buyers into loyal superfans. They do this by providing a seamless omnichannel experience—online and offline:
Buy in-store, ship to doorstep
Buy online, pick up in-store
Same-day delivery options
They also reward their customers through a tier-based membership program that works across all retail outlets and online platforms. Members can access their perks via a dedicated app.
The Sultera team actively engages its audience across social media platforms with community-driven content and targeted campaigns—all of which direct customers back to their purchase channels, powered by EasyStore.
Looking Ahead: Sultera’s Roadmap
Sultera plans to open more retail outlets and deepen its reach by simplifying the buying experience and attracting new customers beyond its current database.
It also aims to expand further into the Brunei market and beyond.
Powered by Unified Commerce
Sultera leverages EasyStore’s Unified Commerce Solution to streamline its retail and ecommerce operations.
EasyStore has helped over 50,000 brands adopt a Unified Customer Experience (UCX) strategy across sales channels—from online stores and marketplaces to social media and physical outlets.
Here’s how Sultera thrives with EasyStore:
Manages online and offline orders in one place
Identifies and rewards loyal customers across all touchpoints
Syncs inventory in real-time
Launches campaigns effortlessly during peak seasons like Raya
Uses marketing tools to stay top-of-mind with customers
Sultera’s story is a testament to the power of brand adaptability, cultural awareness, and unified growth.
From a rebranding challenge to national recognition, this homegrown brand continues to inspire Malaysians to live—and sleep—like royalty.
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
Discover how UCX can elevate your customer engagement with a truly unified journey for your customers, streamline operations, and drive growth across all channels.
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