Emma Mattress annual sales skyrockets 86%

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Emma Mattress sales skyrockets 86%
Emma Mattress said it was now the most searched mattress in the UK, outperforming its domestic competitors.
// Emma Mattress books record £125m in full year sales in 2019
// This equates to an 86% surge on the previous year

Emma Mattress has completed its second financial year of profitability in 2019 with a record €150 million (£125 million) in sales, up 86 per cent year-on-year.

This compares to Casper, regarded as the closest competitor, where revenue growth in 2019 was estimated to be 20 per cent.

Founded in 2015, Frankfurt-based Emma Mattress is a direct-to-consumer online retailer that sells pillows, duvets, bedding and box-spring beds and ships to more than 20 countries, including the UK.


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“In the sleep industry, market entry is simple but becoming a leader is a challenging endeavour,” Emma chief executive and co-founder Manuel Muller said.

“Building a brand that people will trust and come back to is extremely expensive, but building a profitable business in this space is not inconceivable or impractical, it simply takes dedication to the industry.

“Casper’s IPO is bound to draw recognition and revolution in the sleep market and will provide a boom of activity in our space, as all IPOs do.”

Emma Mattress said it has one of the lowest return rates in the mattress-in-a-box industry, at less than five per cent, and has a program in place to either donate returned mattresses or dispose of them responsibly through partner companies.

The online retailer also said it was now the most searched mattress in the UK, outperforming its domestic competitors such as Eve Sleep.

Emma Mattress also has more than 1000 physical touchpoints across Europe via its retail partners, such as John Lewis in the UK.

Muller and co-founder Dennis Schmoltzi said they managed to achieve the milestones for their business while only accepting €5 million of funding.

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