Emma – The Sleep Company is strengthening its retail business in Europe by rolling out its products to all JYSK stores in the UK and Ireland.

Emma mattresses are currently available in 39 of the Danish retail partner's brick-and-mortar shops. In the UK alone, Emma products can be purchased in 25 stores. In Ireland, two additional shops will open in Q1/Q2 besides the already established 14 shops.

As part of the brand's international omnichannel strategy, Emma’s product range has been launched in all 269 JYSK stores in six European countries. Since October 2021, Emma mattresses have been sold in 967 German JYSK stores.

Based on the successful collaboration between JYSK and Emma since March 2020 in Germany, the partnership has been extended step by step. After launching the test-winning Emma mattresses in JYSK online shops across Europe in October 2021, the successful partnership is now being extended to local offline stores in France, Ireland, Italy, Portugal, Spain and the UK. 

Pär Myhrman, global key account director (JYSK) and country sales director, retail, Scandinavia at Emma, says: "JYSK is an important partner for us to drive the international expansion of our omnichannel strategy. We look forward to growing this partnership together to deliver a better sleep experience for our offline customers in Europe."

Sales and marketing manager for JYSK UK and Ireland, Jenny Johnston, adds: "We are delighted to be introducing Emma products into UK and Ireland stores. Emma is a brand highly recognised by UK consumers, so combining this with our position as the Danish sleep experts we hope to help more customers achieve the good night’s sleep they deserve and provide even more in-store mattress options."