Yesterday, September 17, we published the news that Emma Sleep, a direct-to-consumer and wholesale mattress company headquartered in Germany, had withdrawn from the Swedish market. Now it has become clear the company is exiting multipe European markets as part of a broader reorganisation. It's closed its ecommerce businesses in Denmark, Sweden and Poland between August 31 and September 1, 2024.
Photo: Dreamstime.
This restructuring is aimed at realigning Emma's cost base, with the company planning to cut around 20% of its workforce. Despite the market exits, Emma assured customers that all existing orders in these regions would still be fulfilled, with the company honouring its 100-night trial and product warranties.
Emma Sleep is backed by the German family investment group Haniel and has a global presence with dedicated direct-to-consumer (DTC) operations in various countries. These include Germany, the U.K., Austria, Belgium, Brazil, Chile, Colombia, Spain, France, the U.S., and others. Additionally, Emma's products are sold through wholesale partnerships in selected markets worldwide.
The company's decision to withdraw from Denmark, Sweden, and Poland reflects ongoing efforts to streamline its operations and focus on more profitable regions.
Source: www.thefurnishingreport.com