ZAS FURNISHINGS LTD

ZAS FURNISHINGS LTD sounds like a furniture and home-furnishing business, the kind of company people look to for sofas, tables, cabinets or general interior stock. By our assessment, its strength is clarity: furnishings is a concrete word and at least tells you the shop or firm lives in the domestic space. The downside is that the name is generic enough to cover anything from basic trade supply to a small showroom, so it says little about taste, range or finish. In practice it feels like a practical trade name rather than a brand with a strong identity, which is fine if the work is straightforward. It sits somewhere in the large middle of furniture companies, and that middle is exactly where the name leaves it.