Boxed mattress specialist Emma – The Sleep Company more than doubled its turnover in the first half of 2020, as its revenue has grew by some +120% YoY.
In the UK, the Frankfurt-based D2C brand achieved a turnover of €44.3m in H1. For H2, the company is aiming to keep its growth rate equally high, and to double YoY sales across 2020, while the brand's new UK & Ireland country manager, Santosh Marrivagu, says he wants to focus on revamping the product portfolio with a new pricing model – which includes a price reduction on the popular Emma Original foam mattress.
“By achieving significant process innovations, we are able to give our customers the best sleep experience at a great price,” says Santosh, explaining that, online, Emma is the most searched-for mattress in the UK, outperforming its domestic competitors. “Our goal is to maintain our dynamic growth while ensuring that all workflows and capacities are extended accordingly,” he adds.
Emma mattresses are available in three price ranges – Essential, Original and Hybrid. While Emma Original and Emma Hybrid are the key products online, the lower-priced Emma Essential is sold only via marketplaces.
Both the new pricing structure and range are intended to attract different target groups. “As a D2C brand, we get direct feedback from our customers and can quickly adapt to their needs and shopping habits”, says Santosh.
Emma's co-CEO, Dr Dennis Schmoltzi, adds: “In countries where Emma enjoys a brand awareness of more than 30%, as is the case in the UK, we observe that our brand drives consumer traffic to stores, helps improve conversion in-store as well as online in the web shops of our partners, and contributes to an increasing average basket.“
Pictured: Co-CEOs Manuel Mueller and Dr Dennis Schmoltzi, and UK & Ireland country manager Santosh Marrivagu. Photo courtesy Emma Sleep (Moritz Reich, 2020)