Emma – The Sleep Company: Record sales over Black Weekend thanks to investment in IT infrastructure

Emma - The Sleep Company, 12/03/2020

Frankfurt/Main, 3 December 2020. Emma – The Sleep Company looks back on a successful Black Weekend campaign 2020. During peak periods, the international sleep brand sold one Emma® mattress every two seconds. In the period from 27 to 30 November 2020, the Frankfurt-based company achieved a turnover of 23 million euros worldwide. This corresponds to a growth of 156 percent compared to the previous year (2019: 9 million euros). The campaign was rolled out in all 25 countries where Emma mattresses are available.

“The Black Friday weekend was once again a great success for Emma this year,” said Dr. Dennis Schmoltzi, Managing Director and founder of Emma – The Sleep Company alongside Manuel Mueller. “The record sales underpin the outstanding work of our international team, which now consists of more than 500 people. In the past five years, we have expanded into 25 countries and are developing individual and tailor-made products and sales strategies for each market, which are based on the different needs of the locals. The Black Weekend has demonstrated that our strategy is working,” Schmoltzi emphasized.

Record figures thanks to investments in technology and IT infrastructure

The peak value of two Emma mattresses sold per second over the four-day campaign period was also made possible by optimised software solutions. Andreas Westendoerpf, Chief Technology Officer (CTO) at Emma, explains: “Recent investments in software technology optimization have enabled us to scale the business enormously. This year’s Black Friday weekend saw record numbers of over 500 sessions and over 30 orders per minute, a massive growth compared to last year. Emma’s adaptive infrastructure runs completely in the cloud and forms the basis for building our sleep tech platform.”


About Emma – The Sleep Company (Emma Sleep GmbH):

Emma – The Sleep Company is a founder-managed company and one of Europe’s fastest-growing providers of mattresses, beds, and bedding. Founded in 2013 as Bettzeit GmbH by Dr. Dennis Schmoltzi and Manuel Mueller, the company is based in Frankfurt am Main, Germany and operates globally. In 2019, Emma – The Sleep Company achieved a record turnover of €150 million, a growth rate of 86% from the previous year. The company is made up of the brands Emma® and Dunlopillo (Brand Rights: Germany and Austria). The flagship product is the Emma® bed-in-a-box, which is currently available in 25 countries. The mattress is sold directly to consumers via an omni-channel customer experience that includes over 1,000 stores. The successful omni-channel strategy has been made possible by mutually beneficial partnerships with several retailers. Because of its outstanding growth in sales, Emma® has quickly become one of the top 3 brands of its kind throughout Europe.

Emma – The Sleep Company is breaking ground in sleep technology. Their expert Research and Development team is taking advantage of what technology can do for rest by developing innovative products that make a positive impact on people’s lives by enhancing their sleep. To scale the business and innovate as fast as possible, Emma’s 500+ team members are constantly creating and implementing new concepts to optimize everything from their global supply chains to marketing and sales. Staying agile, discovering pragmatic solutions to challenges, and maintaining a digital mindset are how the company keeps its competitive edge sharp. The team celebrates and encourages diversity in all areas: diversity of thought, character, ideas, and background. On July 1, 2020, Franz Haniel & Cie. GmbH group acquired 50.1 percent of Emma – The Sleep Company.

For more information visit team.emma-sleep.com


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