Emma – The Sleep Company intensifies cooperation with physical stores

Emma – The Sleep Company is intensifying their omnichannel strategy and strengthening the international retail business. In the UK, this development is being driven by a new regional team focusing on retail, led by well-known industry figure Neil Robinson. The newly launched Emma Select assortment facilitates sales in physical stores. The Emma Smart Hybrid is part of this range and has been awarded a ‘Which? Best Buy’. A new showroom near the company’s headquarter in Frankfurt showcases the expanded product range.

The online business of the fast-growing sleep company Emma is firmly anchored in the company’s DNA. Following the success in online sales, the Frankfurt-based start-up emerged as the world’s leading D2C sleep brand with more than 1.5 million mattresses sold in 2020, reporting global revenue of EUR 405 million and a growth rate of 170 percent. In addition to digital touchpoints, the products are sold in numerous European furniture retail stores, such as El Cortes Inglese, Beter Bed, and conforama. As part of this omnichannel strategy, cooperation with retailers is being intensified as their importance for Emma continues to grow. As of now, Emma is partnering with over 200 retail partners and is present at over 3.000 physical touchpoints.

“E-commerce is growing continuously, and the pandemic has further accelerated the shift to online shopping. Nevertheless, opening the brick-and-mortar shops after lockdown has led to strong customer traffic. Some customers will always appreciate the option of testing products in-store and getting personal advice,” said Dr Dennis Schmoltzi, co-founder and CEO of Emma – The Sleep Company. “The on-site experience of retail will never be fully replaced in the mattress industry. Investing in omnichannel approaches is the next big move for us while growing internationally.”

Emma Select: product range for retail customers

In the UK, Emma is building a new division exclusively focused on retail in order to execute their omnichannel strategy. Launching the Emma Select mattress series is part of the new sales strategy. The product range is specially designed for offline customers’ needs and adds a new mattress series to the Emma portfolio. Emma Select is designed for on-site consultations and attracts attention with a unique PoS package.

“It is not about putting the same product you sell online in physical stores. In fact, you have to offer customers a new kind of shopping experience offline,” said Neil Robinson, Country Sales Director at Emma – The Sleep Company in the UK and Ireland. “For example, different marketing assets like lightboxes or technical videos simplify the explanation of mattress types, and the presentation with large emotional images gains attraction in the displays of brick-and-mortar stores.”

‘Which Best Buy’ model at Showroom in Frankfurt

The new Emma Select series consists of three collections, each one available in two levels of comfort. Its concise design concept ensures that the assortment is easy to understand and simplifies the customer’s purchase decision. It also enables a simple, clear and space-efficient presentation of the products. Based on the clear USPs ‘lying comfort’, ‘breathability’ and ‘deep sleep optimization’, the premium mattresses offer matching technology for different target groups.

The new Emma Select series will be exhibited in the new showroom in Frankfurt. Retail partners will thus have the opportunity to receive on-site advice on the products and their sales opportunities. The 160-square-meter space will also house other Emma products, a Sleep Lab, and the innovative smart mattress Emma Motion. The showroom opened for trading partners in August, and appointments for individual discussions can be made at any time. Additionally, Emma is looking for further showroom locations in the UK to present their products and meet in person with their retail partners locally.

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