19 July 2024, 06:04
By Furniture News Sept 19, 2023

Emma to expand brand store concept

Leading global D2C sleep brand, Emma – The Sleep Company, which is present in more than 30 markets around the world, has continued to grow globally and, after reaching a revenue of over £754m in 2022, the company is on track to reach new heights and achieve its target yearly revenue of £1b this year.

Integral to Emma’s success is the importance it places on an omnichannel approach. Emma is as committed as ever to bringing its products to life in the retail space, collaborating with more than 200 retailers worldwide in more than 3500 brick-and-mortar stores. 

Leading the team, and looking to take the UK retail business further, is Sahil Mehra, who took up the position of head of retail for Emma UK in May, after having previously led Emma’s D2C growth in the market. 

He says: “We really want to keep growing with our existing and new partners by offering high-quality Emma products and services. By creating an omnichannel approach, we are catering to the customers on all sales channels, so customers can have the most convenient buying journey.”

But it does not stop with just retail partners. Emma has already started to introduce its own retail-designed experience, building on the success it saw with the launch of its first-ever Emma-focused stores in China. 

Earlier this year, Emma brought its store concept to Europe for the first time, opening a dedicated space in the Netherlands, which showcases Emma’s diverse and extensive range of award-winning sleep products. Central to this store is the sensory element – consumers can see, feel and experience all the products. Emma’s sleep specialists are on hand to offer expert advice and explain the technology behind the products, but to also provide an exclusive range of in-store-only products. 

The success generated by the Dutch store has spurred the sleep expert on to expand this offline initiative further in multiple markets, including the UK, with the hopes of providing customers across Europe with a quality live experience, bringing consumers closer to the Emma products than ever before. 

“After our store tests in China, we decided to bring this concept to Europe, with the Dutch store being the first iteration of this”, says D. Dennis Schmoltzi, co-founder and CEO of Emma – The Sleep Company. “Expanding our own store offering is an important step towards becoming the world’s largest sleep brand, both online and offline.”  

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