FRANKFURT, Jan. 21, 2021 /PRNewswire/ -- Emma – The Sleep
Company reports a leap in sales for 2020: with a growth rate of 170
percent, the sleep brand turned over EUR 405
million (USD 494.7 million)
last year compared to EUR 150 million
(USD 168.2 million) in 2019. Not only did the company
demonstrate its strength in growth, but it also expanded its
profitability (EBIT). Moreover, with 1.5 million mattresses sold in
2020, Emma is the world's leading D2C sleep brand. It is an
important milestone on Emma's journey to become the worldwide
leading sleep brand overall.
"I am excited, grateful and proud that we are progressing at
light speed to make Emma the number one global sleep brand. A
turnover of EUR 405 million in 2020
proves that our three levers to globally scale the business are
well-chosen: growth in new markets, increasing market share in
existing markets and expanding our omni-channel strategy,"
highlighted Dr. Dennis Schmoltzi, CEO and founder of Emma alongside
Manuel Mueller. The driving force
behind this massive growth is the team: It has grown to more than
500 people by hiring 200 new team members in 2020 and is spread
across locations in Frankfurt,
Manila, Lisbon, and the recently opened office in
Shanghai.
Introducing the ground-breaking 'Emma Motion' smart
mattress
In addition to the implementation strength of the Emma team, the
creation of superior and innovative products is key to Emma's
success. The Research and Development team is at the heart of this.
"When we founded Emma, we set out to improve people's lives by
changing the way they sleep. With the launch of our smart mattress
Emma Motion, we are not only changing but revolutionizing the way
people sleep," explained Manuel
Mueller. Mueller has known the industry for decades. He
started his entrepreneurial career with one of the most demanding
types of mattresses: medical-therapeutical ones.
The Emma Motion has been developed over two years by the Emma
team. Its unique features include the 'Infinite AI Sensor', a mat
that uses an Artificial Intelligence-based neural network to
permanently detect the sleep position, and the 'Silent Move IQ'
technology, which ensures that the mattress automatically,
silently, and smoothly adapts to each change of sleep positions.
"The Emma Motion ensures optimal spinal alignment throughout the
entire night," emphasized Mueller, "which is one of the single most
important drivers of sleep quality. Emma Motion also comes with our
proven Diamond Degree technology to
control the temperature through millions of graphite particles in
the top layer. In conjunction with the fully integrated design of
Emma Motion, it is the world's most advanced smart mattress and is
nothing short of a sleep revolution." Emma Motion will first launch
in France and the Netherlands in January 2021 and will become available in more
countries throughout the year.
Emma's further growth plans
In the coming months, Emma will also launch more exciting Sleep
Tech products, such as the Emma App. Also, Emma will continue
extending its existing product lines with the introduction of a new
customisable, upholstered bed line. The 'Emma Bed' comes with the
same quality, service, and value that Emma customers have grown to
love and will be launched in Germany, France, the
Netherlands, Belgium, the
UK, Sweden, and Denmark.
Emma is not only expanding its product portfolio but also its
global reach and channel penetration. For example, Emma already
works with about 100 retailers worldwide and its products can be
found in over 1,700 shops. The Japanese market is the latest
addition to Emma's global presence. The sleep brand is now online
in 10 of the 10 largest mattress markets globally, which together
represent more than 80 per cent of global mattress consumption. In
total, Emma operates in 26 countries via web shops, marketplaces,
and retailers. Also, to best serve retail partners, Emma has
curated a special assortment called 'Emma Select', the roll-out of
which is already underway.
About Emma – The Sleep Company (Emma Sleep GmbH):
Emma – The Sleep Company is a founder-managed company and with
1.5 million mattresses sold in 2020, the world's leading D2C sleep
brand. Founded in 2013 as Bettzeit GmbH by Dr. Dennis Schmoltzi and
Manuel Mueller, the Sleep Tech
company is based in Frankfurt am
Main, Germany, and operates
globally. In 2020, Emma – The Sleep Company achieved a record
turnover of EUR 405 million
(USD 494.7 million), a growth rate of
170% 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
26 countries. The mattress is sold directly to consumers via
an omni-channel customer experience that includes over 1,700
stores. The successful omni-channel strategy has been made possible
by mutually beneficial partnerships with several retailers. The
recently launched Emma Select portfolio and its customer-centric
approach supports retail partners in-store.
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. In doing so, Emma launched the world's most advanced smart
mattress – Emma Motion. Its innovative smart technology adjusts to
each individual sleep position automatically and ensures optimal
spinal alignment throughout the night. 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.
The company keeps its sharp competitive edge by staying agile,
discovering pragmatic solutions to challenges, and maintaining a
digital mindset. The team celebrates and encourages diversity in
all areas: diversity of thought, character, ideas, and background.
The company is headquartered in Frankfurt, Germany, with additional locations
in Manila (Philippines), Lisbon (Portugal) and Shanghai (China). On July 1,
2020, Franz Haniel & Cie. GmbH group acquired 50.1
percent of Emma – The Sleep Company.
For more information visit
https://team.emma-sleep.com/
Press Contact
Lukas Schuez
HOSCHKE & CONSORTEN Public Relations GmbH
Phone: +49 40 36 90 50-32
E-mail: l.schuez@hoschke.de
Simone Schuchert
Tel.: +49 160 674558
E-Mail: simi@emma-sleep.com
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SOURCE Emma - The Sleep Company