The World’s Largest D2C Sleep Brand Emma Expands Offline into Australian Retail Market and Local Manufacturing 

  • Rapid growth in ANZ, up +300% in the last 12 months and +350% in 2022 to date
  • Targeting 10% of global performance within ANZ for 2022
  • More than four million mattresses sold globally
  • A$1.01  billion in revenue in 2021 globally (USD$731 million)
  • Transition to Australian manufacturing partners

Sydney, AU, 8th June 2022: German sleep tech giant Emma has announced plans to expand its current Australian operations from direct-to-consumer, and into the local retail market.

The move comes after the company increased its annual global revenue by 59% year on year in 2021, amassing A$1.01 billion (USD$731 million). With a growth rate of more than 300% in ANZ over the last 12 months, Emma is now investing more into its operations within the region.

To date, Emma has sold more than four million mattresses globally. The company’s 2022 targets for the region are aggressive, with the company seeking to achieve 10% of global performance within ANZ. It is the first D2C sleep brand to fully establish a partner based omnichannel approach within 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,” said Emma Country Head Australia and New Zealand Simon Baumgarten.

“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,” said Mr Baumgarten

Emma has appointed Country Commercial Director Lindsay King to head up the Emma retail operation on the ground 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,” said Mr King.

“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 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 Mr King.

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

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Media Contact: Tessa Dempster  //  0415640665  //

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

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