According to reports, the German D2C mattress brand Emma is strengthening its omni-channel strategy and strengthening its international retail business. 

In the UK, this development is driven by a new regional team focused on retail, led by bed industry veteran Neil Robinson.

After successful online sales, this online startup has become one of the world' s leading D2C sleep brands. In 2020, it sold more than 1.5 million mattresses, and its global revenue reached 405 million euros, a growth rate of 170%.

In addition to the digital platform, Emma' s products are also sold in many European furniture retail stores. As the role of retailers in brand development continues to increase, Emma' s cooperation with retailers is also strengthening. The company currently cooperates with more than 200 retail partners, and its products appear in more than 3,000 physical retail locations.

"E-commerce is continuing to grow, and the pandemic has further accelerated the transition to online shopping," said Dr. Dennis Schmolz, co-founder and CEO of Emma. 

"Some customers always like to choose to test products in the store and get personal advice. In the mattress industry, the offline retail experience will never be completely replaced. Investing in omni-channel expansion is an important strategy for our international business development."

In the UK, Emma is establishing a new department dedicated to retail to execute its omni-channel strategy. The launch of the Emma select mattress series is one of its new sales strategies. The series is designed to cater to the needs of offline customers. It is designed for consumers to experience consultation at retail locations and provide unique sales solutions.

"It's not just putting the same products you sell online in a physical store," said Neil Robinson, Emma' s country sales director for the UK and Ireland.

The new product series will be displayed in Emma' s new Frankfurt showroom, giving retail partners the opportunity to learn about the products and their sales opportunities on site. 

The remaining space of the exhibition hall will also exhibit other Emma products, sleep laboratory and innovative smart mattress Emma Motion.