Sleep tech giant, Emma is expanding its Australian operations from direct-to-consumer into the local retail market, following a 59% increase in revenue year-on-year in 2021, exceeding $1 billion.

To date, Emma has sold more than four million mattresses globally and the company seeks to achieve 10% of global performance within Australia and New Zealand. It is the first D2C sleep brand to establish a partner-based omnichannel approach in Australia.

“Across the sleep markets, Emma is focused on growing the consumer experience through both online and offline channels. Our global commitment is to lead the industry through innovation and create greater accessibility to affordable premium sleep products for everyone,” Emma country head for Australia and New Zealand, Simon Baumgarten said.

“Retail is an integral part of Emma’s growth strategy through increased customer connection, reach and voice. Demonstrated through Emma’s global market experience, we can provide retail partners with unmatched global insight and a seamless approach to omnichannel brand delivery to support the growth of the existing customer bases,” he added.

Emma has appointed country commercial director, Lindsay King to head up the Emma retail operation in Australia. He has held previous positions at multiple FMCG brands, including more than a decade at Harvey Norman, where he executed commercial strategy, retail partnerships and business development.

“Emma is the largest direct-to-consumer sleep brand in the world based on both units sold and dollars generated. But more than this, its products and innovations speak for themselves. They have been tried and tested in more than 33 countries. No other sleep brand in the Australian market has Emma’s level of credentials, at this high quality, and at this price point,” King said.

“Emma invests millions of dollars into product testing for durability, wear and resistance. This is why it’s won more than 75 awards globally and is the only mattress brand to be awarded top score with CHOICE three years in a row, which demonstrates the quality of our products.”

As part of the local retail launch, Emma is shifting most its manufacturing for its retail products into Australia. “Emma is committed to Australian manufacturing and supporting local where possible. We have invested in strategic partners that provide high quality and affordable Australian made products, which are in line with Emma’s German design and innovation standards,” King said.

Emma is expected to announce its first retail partners in Q3 2022.

Image: Emma country commercial director, Lindsay King.