The Sleep Company Opens First German Store in Cologne

The Sleep Company Opens First German Store in Cologne

The Sleep Company, the world’s largest direct-to-consumer sleep brand, opened its first German store on Mittelstrasse in Cologne on Saturday. The new store marks a major expansion for the sleep retailer, which has already transformed the global direct-to-consumer sleep industry and is now bringing its retail experience directly to customers.

The Cologne location features Emma’s full range of sleep products, including mattresses, pillows and beds, giving customers the opportunity to test out the company’s highly-rated offerings before purchasing. Sleep experts are on hand to explain Emma’s sleep technology and help visitors find the right products for their needs.

“Opening our first Emma store in Germany is an exciting new chapter as we work toward becoming the number one global sleep brand,” said Manuel Müller, co-founder and CEO of Emma, in an interview. The company plans additional store openings across Europe this year and next, he added.

The new Emma store celebrated its grand opening on Saturday with a wheel of fortune, photo booth and prize giveaways.

Founded in 2013 in Germany by Dr. Dennis Schmoltzi and Mr. Müller, Emma has rapidly expanded as a founder-led business focused on direct-to-consumer and omnichannel sales. The company hit €873 million (about $948 million) in revenue in 2022, a 35 percent jump over the previous year, and now operates in over 30 countries.

Emma’s sleep products reach customers through online direct sales, marketplaces like Amazon, and an international retail network of over 3,500 brick-and-mortar stores. The company has over 200 retail partners and 1,000 employees worldwide.

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