Online mattress retailer Emma will open its first UK store in London’s Westfield White City shopping centre on Friday.
The 3,035 sq ft shop will stock an exclusive range of products only available instore, alongside its core range of mattresses and accessories, such as pillows, duvets, toppers and bed linen.
Emma said the Westfield location will be the first of many stand-alone stores it will open this year as it looks to expand its retail footprint in the UK.
Its products are currently stocked John Lewis, Furniture Village and other retail partners.
The DTC mattress company, which has 12 stores across Spain, Germany and The Netherlands, said the shop will “reach new customers directly with a different type of brand and product engagement – including access to exclusive products, a physical touchpoint to explore products directly, in-person consultancy from experts and market-leading customer service”.
Emma director of European retail Benoit Linossier said: “We’re excited to announce our very own store in the UK, to reach people directly with excellence in sleep innovation and expertise; whilst Emma’s heritage is digital, we’re passionate about ensuring great sleep is accessible to all, and our stores mark Emma’s commitment to that.
“Our Westfield White City store will offer a personalised experience with trained advisers so that everyone can make the right choice when it comes to awakening their best. We’re committed to introducing more of the UK to the transformational power of great sleep, and London will kick off our on-the-ground approach to doing just that.”
