Sanjeev Sharma

Chief Executive Officer

Sanjeev Sharma is Chief Executive Officer of NICE, the brand of United Homeware Company and a Saudi Arabia-based home furnishing and housewares business. He led the brand's move from brick-and-mortar stores into e-commerce in 2023, a transformative year for the company, through an omnichannel strategy that pairs stores offering a personalised shopping journey with an online presence that reaches a broader customer base, while focusing on affordable prices for value-conscious shoppers without compromising quality. Sharma expects the homegrown segment in Saudi Arabia to expand significantly, supported by Buy Now, Pay Later options, and sees a larger online footprint and offerings tailored to regional tastes as essential to taking part in the growing e-commerce market.