Dhe mattress producer and online retailer Emma has again significantly increased its sales and the number of employees. In 2021, the company, which was founded in 2013 and is headquartered in Frankfurt’s Bahnhofsviertel, generated sales of 645 million euros, 59 percent more than in the previous year. The company has not published the result, but Emma is growing profitably and from its own cash flow, it said.
According to the company, this means that it now has higher sales than its American competitors. This includes Caspar, for example. This company had generated around 436 million dollars (around 400 million euros) in the first nine months of 2021. According to the most recently published 2020 annual report, the German competitor Bett1 had annual sales of almost 140 million euros.
These companies have focused primarily on marketing mattresses over the Internet, offering very few variants, luring customers with generous trial periods and money-back guarantees. Emma now also works with 3,500 stationary retailers worldwide.
The number of employees has also increased significantly
The number of Emma employees has again increased significantly. The company now employs 850 people worldwide, up from 500 a year ago. The majority of the workforce – 480 employees – work in Frankfurt. Other locations are in the Philippines, Portugal, Mexico and Shanghai, where the company’s first flagship store was opened in January. The mattresses are sold in 30 countries.
Emma was founded in Frankfurt in 2013 by Dennis Schmoltzi and Manuel Müller. In 2016 they acquired the traditional mattress manufacturer Dunlopillo, which had been based in Hanau for a long time. Two years ago, the Duisburg family group Haniel took over the majority in Emma, the rest of the shares belong to the founders Schmoltzi and Müller.
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