15 June 2024, 09:38
By Furniture News May 30, 2024

D2C sleep brand to open first UK store

Emma - The Sleep Company will this week open its first physical store in the UK at the nation’s largest shopping centre, as it underlines a significant investment to reach customers offline alongside its digital heritage – making it the first D2C sleep brand to launch its own permanent UK bricks-and-mortar store, says Emma.

Customers at the 3035 sqft Westfield White City store will have access to the exclusive Select Collection, a range of Emma products only available in Emma stores, as well as the brand’s bestsellers, divans, ottomans and sofabeds, and a range of bedding accessories.

Since launching in 2015, Emma has expanded into more than 30 markets around the world, and the store will mark the start of Emma’s retail expansion offline into one of its strongest global markets.

Whilst Emma products are currently available at Furniture Village, John Lewis, and other partner retailers, the opening will mark the company’s first UK standalone store following years of growth. More store openings are planned in the UK later this year following new openings across Europe in 2024 (six in May alone). Emma says its retail expansion in the UK and beyond this year will significantly exceed the 12 Emma stores currently located in the likes of Spain, Germany and The Netherlands.

Benoit Linossier, Emma’s director of European retail, says: “We’re excited to announce our very own store in the UK, to reach people directly with excellence in sleep innovation and expertise – whilst Emma’s heritage is digital, we’re passionate about ensuring great sleep is accessible to all, and our stores mark Emma’s commitment to that.

"Our Westfield White City store will offer a personalised experience with trained advisors so that everyone can make the right choice when it comes to awakening their best. We’re committed to introducing more of the UK to the transformational power of great sleep, and London will kick off our on-the-ground approach to doing just that.”

The store will open on 31st May, with opening day celebrations including previews of the brand’s latest products and personalised sleep consultations, as well as goody bags and other treats for customers.


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