Online bedding retailer Eve Sleep has taken a major step into bricks-and-mortar retail with the signing of a partnership with German department store chain Karstadt.
As part of the agreement, Eve will have a concession space in all 79 of Karstadt’s stores, showcasing the brand’s mattress, pillow and bed frame and allowing customers to try out the products.
From November 1, customers will also be able to purchase Eve bedding products directly from a dedicated German website of the UK brand, and on Karstadt’s website.
The agreement in Germany is part of Eve’s multichannel marketing strategy to further grow brand awareness, predominantly through online-led activity and supported by the development of retail partnerships in core and new markets.
“Germany is the largest mattress market in Europe and the quality, scale and country-wide spread of Karstadt stores across major cities in Germany substantially increases eve’s retail footprint, exposing new customers to our exceptional sleep products and creating an easy route to purchase,” Eve chief executive Jas Bagniewski said.
Once launched, Eve’s physical presence will span 143 stores in total across the UK and Germany, following the brand’s expansion into Next Home.