Emma – The Sleep Company has reported a growth rate of +59% for its eighth fiscal year. The sleep brand turned over €645m in 2021 compared to €405m in 2020, outrunning its US competitors for the first time.
Last year was Emma’s fourth full financial year of growing profitably from cash flow. The company’s expansion of business in growth markets Asia and South America was an important milestone on Emma’s stated journey to become the world's leading sleep brand.
“We are proud to have closed another year with a high double-digit growth, overpassing our international competitors. Becoming the world’s leading D2C sleep brand involves more than just high revenues – we have been improving people’s sleep and lives around the globe, and will continue to do so. We aim to make good sleep accessible to everyone,” says Dr Dennis Schmoltzi, co-founder and CEO of Emma – The Sleep Company.
Active in more than 30 markets, Emma is the most international D2C sleep brand. Having expanded to 18 countries since 2019, Emma prioritised growing its market share in its active markets in 2021, resulting in increased brand awareness in different countries reaching up to 62%.
Emma’s omnichannel strategy has been one of the key growth levers in 2021. Its approach comprises offering sleep products across different channels to meet the customer’s needs both online and in retail stores. In 2021, Emma strengthened its team of more than 850 'Emmies' with international management key hires in the retail team. In addition, it launched its retail-specific product assortment, Emma Select, and established a pan-European partnership with JYSK, meaning Emma now collaborates with more than 200 different retail partners worldwide and is present at more than 3500 physical touchpoints.
This year kicked off with yet another milestone in Emma’s omnichannel strategy, as the first worldwide flagship store in Shanghai opened its doors to customers – and the recently opened office in Mexico City will be Emma’s anchor to drive expansion in Latin America as well as in the US.
Emma says another goal for 2022 will be strengthening the product team and bringing new sleep innovations to market.
“Good sleep is fundamental to our health, and we believe that science and innovative sleep products can contribute much more to improving sleep quality. Our ambition is to awaken people’s full potential and help them become the best version of themselves. Following our customer-centric business approach, we will continue to foster the R&D competence in-house,” says Manuel Mueller, co-founder and CEO of Emma – The Sleep Company.
Furthermore, the sustainability of the sleep industry is something Emma has put on the agenda for the years to come. “We will invest into a sustainability strategy – not only on a product level, but as a company. As this remains one of the key challenges in our industry, we have the ambition to be forerunner in this field, as well to usher the next revolution within the sleep industry,” continues Manuel. To drive this ambition, the company is currently building up a dedicated sustainability team.
