London becomes Emma’s 13th European store

Mattress brand Emma has fulfilled its vow to begin opening UK retail stores.

The company has opened a 3,035sqft unit at the Westfield White City shopping centre, London.

It sells a range of products only available in-store, alongside its core range of mattresses and accessories, such as pillows, duvets and bed linen.

‘Improving customer experience is our top priority in 2024,’ says Manuel Mueller, Emma ceo and co-founder. ‘This means not only improving online but also making real connections with our customers through physical touchpoints. By doing this, we believe we can achieve our goal of becoming the world’s number one sleep brand.’

‘We’re excited to announce our very own store in the UK, to reach people directly with excellence in sleep innovation and expertise. We’re passionate about ensuring great sleep is accessible to all, and our stores mark Emma’s commitment to that,’ says Benoit Linossier, Emma director of European retail.

‘Westfield White City will offer a personalised experience with trained advisers so that everyone can make the right choice when it comes to awakening their best. We’re committed to introducing more of the UK to the transformational power of great sleep, and London will kick off our on-the-ground approach to doing just that.’

Its first European store opened in The Netherlands in February 2023, after its first opened in China. London is the group’s 13th European branch.

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