Sydney, AU; 8th June 2022: The world’s most awarded sleep brand Emma has officially become Australia’s most wanted mattress aftering being named the top scorer for the third year in a row by the highly regarded CHOICE Recommended team.
In 2021, Emma is the first mattress brand ever to have two products achieve a top three ranking, and now it has set a new milestone for the only mattress brand to be awarded the top score three years in a row (2020, 2021, 2022).
The Emma Comfort was awarded top score, beating out 35 competitors and 46 other products. The win comes as the world’s largest direct-to-consumer sleep brand begins its expansion from online-only into the local retail market. Emma has won more than 75 product awards globally.
“The Emma Comfort was cooked up in Emma’s multimillion dollar sleep lab specifically for the Australian market, and the proof is in the result. Our science-based approach to sleep products ticks every box when it comes to affordability, durability, comfort and price,” said Emma Country Head Australia and New Zealand Simon Baumgarten.
Emma has launched several new products including an all seasons duvet and multiple bed bases as the company gears up to service all of Australia’s sleep needs. Emma sold more than four million mattresses globally since entering the market and has an annual turnover of more than one billion dollars making it the world’s most profitable sleep brand.
“At Emma, we love sleep. But it’s not just something that we say. Our dedication to sleep is rooted in science and we are global leaders in sleep research and design. We invest millions of dollars into our own research with the world’s most advanced mattress testing lab to create products that enable everyone to awaken their best,” said Mr Baumgarten.
2022 CHOICE winner Emma Comfort (Queen RRP $1,349) is a two-layered mattress which combines the signature middle and bottom layer found in the Emma Original into one, to achieve better support and pressure distribution.
The Emma Diamond Hybrid (Queen RRP $2,399) is the bed-in-a-box giant’s premium product that is designed for hot sleepers and for back-pain relief. It features four layers, diamond cooling foam, seven support zones and is a spring-foam hybrid.
Each Emma mattress is designed in Germany, includes a 10 year warranty, 100 night risk free trial and free delivery as well as a money-back guarantee with returns donated to the Salvation Army.
An Emma mattress is ideal for all body types, regardless of your size and also features zero partner disturbance. As part of the local retail launch, Emma is also shifting the majority of 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 are able to provide high quality and affordable Australian made products, which are inline with Emma’s German design and innovation standards,’ said Emma Country Commercial Director Lindsay King.
“Emma’s 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,” said Mr King.
The company’s 2022 targets for the region are aggressive, with the company seeking to achieve 10% of global performance within ANZ. Emma is expected to announce its first retail partners in Q3 2022 as Emma moves from purely direct-to-consumer sales into a new channel for the company’s Australian operations.
For more information on Emma’s products and current sales, visit emma-sleep.com.au.
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Media Contact: Tessa Dempster // 0415640665 // tessa@neon.black
About Emma – The Sleep Company (Emma Sleep GmbH):
Emma – The Sleep Company is a founder-managed company and the world’s leading Direct-to-consumer sleep brand. Founded in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller in Germany, the company is active in more than 30 countries and achieved a turnover of EUR 645 million (USD 733 million) in 2021, a growth rate of 59 percent from the previous year. Emma® products are sold via an omnichannel approach, including D2C/online, marketplaces, and more than 3,500 brick-and-mortar stores. Emma successfully collaborates with over 200 retailers. Emma’s 850+ team members are working across the world, with offices in Frankfurt (Germany), Manila (Philippines), Lisbon (Portugal), Mexico City (Mexico), and Shanghai (China).
For more information about Emma- The Sleep Company, please visit team.emma-sleep.com/press
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