Emma – The Sleep Company (Frankfurt, Germany), a direct-to-consumer sleep brand, has opened its first European store.
Located in the Netherlands at Westfield Mall, the country’s largest shopping complex, the mattress company says the store heralds a new era of expansion for it. “Having already transformed the world’s D2C sleep industry, Emma intends to revolutionize the retail space with its own dedicated stores,” according to a news release from the company.
The new store showcases Emma’s sleep products in roughly 1000 square feet of space. Central to the new store is the sensory element: Consumers can see, feel and experience all the products in a uniquely designed space. Furthermore, a range of in-store-only products are available in the new space.
“After the great results of our Emma concept ctores in China, we decided to bring this innovative concept to Europe,” said Dennis Schmoltzi, Co-Founder and CEO of Emma – The Sleep Company. “It is another step to strengthen Emma as the world’s largest sleep brand, both online and offline. We are very much looking forward to making the most of this experience and expanding to other European markets.”
Founded in 2013 by Schmoltzi and Manuel Mueller in Germany, the company is active in more than 30 countries and achieved revenues of $948 million in 2022, a 35 percent jump from the previous year.
In addition to its headquarters in Frankfurt (Germany) the company also has offices in Manila, Philippines; Lisbon, Portugal; Mexico City; and Shanghai.