Europe’s fastest growing tech start-up Emma takes on Australian Sleep Industry

Emma - The Sleep Company, 09/29/2020

Emma to give Aussies the gift of a good night sleep

Emma, Europe’s leading and most awarded mattress company which achieved a turnover of 150 million euros in 2019, is making its first move into the Australian market and has one thing to say to the Australian sleep industry: ‘the times of sleepy high-margins are over’.
Retailing over one million mattresses since the business was founded in 2015, and 620,000 mattresses in the past year alone, Emma has no signs of slowing its plans for expansion and has its sights set firmly on Australia as its next big growth opportunity.
“We are well aware Australians are paying too much for a good night of sleep. In Australia, mattress prices are heavily marked up with no discernible improvement in product quality,” reveals Benjamin Quiroga-Rivera, Co-Founder of Emma Mattress. “At Emma, we know sleep doesn’t have to be expensive and Aussies are already overpaying for a good night of sleep. Despite the population of Australia being three times smaller than the UK, the value of mattress purchases are the same in both markets. This shows just how much more Australians are paying for the same mattress products. Our message to the sleep industry in Australia is that we are here to give Australians a top-quality sleep at a fair price. This is our promise from Emma.”
“Emma is now online in 21 countries and we see the huge opportunity to shake up the sleep industry in Australia. Since the beginnings of Emma in Frankfurt Germany, our products and model has been proven and we are proud to say that we are true leaders in product innovation worldwide,” said Quiroga-Rivera.
Each Emma mattress is designed and manufactured in Germany and goes through the most stringent development and approval processes. “Our expert ‘Emma Sleep Task Force’ including our sleep doctor Dr. Verena Senn, is tasked with ensuring we develop only the best products that will guarantee a great night of sleep. This involves manufacturing our top quality eco-friendly products with German technology to allow breathable and moisture-wicking materials to ensure temperature stability that is ideal for all body types” continued Quiroga-Rivera.
The three-layered signature foam mattress from Emma has won top spot in the United Kingdom’s ‘Which? Consumers’Association Test’ and has won over 29 awards globally including in Germany, France, Italy and the Netherlands. EachEmma mattress is delivered to your door, includes a 100 night trial with a money-back guarantee, a 10 year warranty period and is simple and easy to set up.
“With millions of people worldwide choosing to sleep on an Emma mattress each night, we know our mattresses stand for quality and value. We are truly excited to bring our highly awarded mattresses to Australia and show Australians the value of a great night of sleep doesn’t have to come with a hefty price tag. This is a huge step forward for Aussies and how they will sleep,” concluded Quiroga-Rivera.
Media Information: Soraya Calavassy / [email protected] / 0434 612 018
About Emma – The Sleep Company (Bettzeit 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 am Main. The internationally active Sleep Tech company was founded in 2013 by Dr. Dennis Schmoltziand Manuel Mueller. The portfolio includes the Direct-to-Consumer startup Emma Mattress, which quickly became one of the top3 bed-in-a-box providers in Europe, as well as the strong traditional brand Dunlopillo Germany. With their in-depth expertise in research and development, Emma constantly translates material and technological advances into its high-quality product range. In addition, the team of more than 300 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.