Emma, a leading brand in the bedding sector, continues its expansion in France with the opening of two new physical stores in December 2024. Following a successful entry into the French market via digital platforms and partnerships with specialist brands, Emma is accelerating its omnichannel strategy with its Emma Store concept. These new additions bring the total number of stores in France to five, located in Paris, Marseille, Valbonne, and Bordeaux.
Photo: Emma.
Emma's latest openings strengthen its territorial network in Paris and Bordeaux. After the success of its first Parisian store in the 1st arrondissement, the brand has established a second location in the 11th arrondissement with a 160-square-metre showroom on Rue Saint-Maur. Project manager Antoine Lesecq noted, 'Paris deserves several Emma stores, with a population and density that can accommodate many of them.' This expansion in eastern Paris operates under the direction of Marc Crief.
In Bordeaux, Emma has set up a 250-square-metre store in Mérignac, led by bedding specialist Michael Gonzales. This location demonstrates the brand's strategic flexibility, as it adapts to both city centre and suburban commercial spaces.
The new stores showcase Emma's comprehensive range, blending its signature web-based offerings with exclusive selections designed specifically for physical locations. This approach ensures consistency while giving in-store customers access to unique products.
Encouraged by the initial success of its new locations, particularly during the ongoing January sales, Emma has ambitious plans for 2025. The brand aims to quadruple its store network, targeting around 20 locations across France by the year's end. Emma is actively engaging with potential partners in major cities to achieve this growth, prioritising experienced professionals to support its development. The brand's presence at the Franchise Expo Paris, scheduled for 15–17 March 2025, highlights its commitment to expansion.
Source: www.univers-habitat.eu