One millionth Emma mattress sold
- Emma mattresses proven test winners in ten European countries
- Emma and John Lewis continue successful partnership
- Emma increases sales target for 2020 by 20 per cent to 240 million euros despite corona pandemic
- Santosh Marrivagu new Country Manager for UK and Ireland
Frankfurt/Germany, June 8th, 2020 – Last Friday saw a new high in Frankfurt – not on the stock exchange, but at the successful Frankfurt-based enterprise Emma – The Sleep Company: The one millionth Emma mattress was sold. “We had reckoned to sell the one millionth Emma at some point in 2020, but we have now reached this milestone much earlier than expected,” explained Dr. Dennis Schmoltzi, founder and CEO of Emma alongside Manuel Mueller. The anniversary product was bought in the UK, one of the Sleep Tech’s most relevant markets next to France, the Netherlands and Germany. Emma’s successful expansion outside its home market is best documented by the latest Financial Times ranking, dating from March, and basing its evaluation on the company’s development over the last couple of years. According to this ranking, Emma is one of the fastest growing companies in Europe1.
“Our business in the UK has grown tremendously, beating our own expectations. Emma Mattress increased its revenue by more than 150 per cent year-over-year in April and May in the UK. Whereas competitors are preparing for subdued demand, Emma expects to keep its high growth dynamic during the upcoming months”, states Santosh Marrivagu, new Head of Emma UK and Ireland.
The company’s high level of competence in product development remains to be the decisive component for widening its market shares. In the UK, Emma has already received several awards, most recently in 2019 from the consumer magazine ‘Which?’. In total, the company has achieved test wins in ten European countries. Driven by the quality of its products, Emma is developing into one of the largest European mattress brands, whilst market consolidation continues. With individual competitors completely withdrawing from Europe, this trend becomes more and more visible.
Omnichannel despite Corona
As an international D2C brand, Emma is focused on distribution via all digital channels, but cooperation with retailers has also been an integral part of the business model from the very beginning. Although, one in two mattresses in the UK is already purchased online2, the fundamental commitment to the coexistence of online and offline is proving impactful. Emma products have been available in all John Lewis stores nationwide since August 2019, enabling interested customers to try out the mattresses in stores. Following the department store chain’s announcement to gradually reopen after the Corona pandemic, Emma mattresses will once again be available in John Lewis branches from June 15th. Partners benefit twice, through sales and increased clicks on their own websites triggered by listing Emma, which demonstrates just how advanced the Sleep Tech’s omnichannel strategy is.
As it is the case with many online retailers, the lockdown caused by the Corona pandemic has also spurred online sales for Emma. “In view of all the effects described, we are increasing our sales target for 2020 by 20 percent, from 200 million euros to 240 million euros,” forecasted Schmoltzi.
The team for Emma UK and Ireland is now headed by Santosh Marrivagu. Marrivagu holds a Master of Business Administration from the ESMT European School of Management and Technology and worked for three years as Operations Manager at Amazon before joining Emma. He succeeds Benjamin Quiroga-Rivera, who is driving the company’s expansion as Managing Director Business Development.
About Emma – The Sleep Company (Emma Sleep GmbH):
Emma – The Sleep Company is an owner-managed company and one of the fastest growing providers of mattress and sleeping systems based in Frankfurt/Germany. The internationally active Sleep Tech company was founded as Bettzeit GmbH in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller and achieved a turnover of 150 million Euros in 2019 (growth rate: 86 per cent). The portfolio includes the international Direct-to-Consumer brand Emma, which quickly became one of the top 3 bed-in-a-box providers in Europe. With their in-depth expertise in research and development, the Emma team constantly translates material and technological advances into its high-quality product range. In addition, the team of about 370 people continuously implements innovative concepts in the areas of process optimization as well as marketing and sales. The success drivers of the very agile day-to-day life of the company are a strong digital mindset, the courage to pragmatic solutions and lived diversity. The closing of the transaction is expected for the beginning of July 2020.
More information about Emma – The Sleep Company on team.emma-sleep.com.