Newest SSA Member and January Showroom Exhibitor is Emma – The Sleep Company. Emma is a founder-managed company and with 1.5 million mattresses sold in 2020 the world’s leading Direct-to-consumer sleep brand. Founded in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller, the Sleep Tech company is headquartered in Frankfurt, Germany, with additional locations in Manila (Philippines), Lisbon (Portugal) and Shanghai (China). In 2020, the company achieved a turnover of EUR 405 million (USD 494.7 million), a growth rate of 170% from the previous year. Being one of the most fast-paced European companies, Emma intends to keep gathering momentum. In 2022 Emma plans to place a heavy focus on global brick and mortar retail with differentiated products from its online business.

In the US, Emma has hired Sleep veteran, Scott Smalling, to heads its Retail division and lead the US product developments and introductions. Smalling has a long history with first to market innovations and plans to bring many new innovations to the market in 2022 and beyond.

*Test Lab at Emma’s HQ Frankfurt, Germany*

The flagship product is the Emma® bed-in-a-box, which is currently available in more than 30 countries. The mattress is sold directly to consumers via a diversified customer experience that includes several digital touchpoints as well as about 3,000 stores. The successful omnichannel strategy has been made possible by partnerships with several retailers.

*Some Emmies in our HQ, based in Frankfurt (Germany)*

Emma's research and development team is a leader in sleep technology. The team of over 30 people develops innovative products that make a positive impact on people’s lives by enhancing their sleep. In doing so, Emma launched the world’s most advanced smart mattress: the Emma Motion. To scale the business and innovate as fast as possible, Emma’s 700+ team members are constantly creating and implementing new concepts to optimize everything from their global supply chains to marketing and sales. The company keeps its sharp competitive edge by staying agile, discovering pragmatic solutions to challenges, and maintaining a digital mindset. The team celebrates and encourages diversity in all areas: diversity of thought, character, ideas, and background.

The Emma Mission: Awakening the best in people.
To achieve their mission, they are living a unique company DNA. They consist of more than 700 ambitious Emmies (what they call themselves internally) dedicated to sleep and keeping their startup spirit despite growth. They stay agile, non-hierarchical and disruptive and are not satisfied with established, traditional routines. They empower everyone to identify opportunities and take ownership, no matter what their age, position or seniority is. They focus on keeping an entrepreneurial spirit, questioning the status quo and coming up with innovative and disruptive ideas to fulfill their mission.

Dr. Dennis Schmoltzi is CEO and Co-Founder, “Internationalization, diversity and collaboration are deeply rooted within our company DNA. It is anchored in each of our more than 700 ‘Emmies’ – how we call us internally – and the basis for our success. Only through the right mindset of our team members we ensure to stay agile and to drive innovation, day by day, in order to improve sleep worldwide.”

Understanding sleep is Emma’s priority.
They follow a customer-centric approach: they want to understand and learn more about how people sleep and what they need in order to achieve a good night of sleep – in more than 30 countries by now. Therefore, they have a RnD team of more than 30 highly motivated talents is constantly challenging the status quo in order to reinvent sleep.

Manuel Mueller is CEO and Co-Founder, “Our RnD team works every day on proving the value and importance of sleep and translating this into innovative, ground-breaking, and state-of-the-art products that ensure that we are improving sleep – wholistically and worldwide. That´s what our R&D achieves: using their passion for science to fuel a high level of excellence.”

Dr. Verena Senn is a Neuroscientist and Head of Sleep Research at Emma. “Sleep is a natural mood booster. Getting a good amount of sleep each night awakens you to be the best version of yourself by giving your mind and body the time necessary to recharge and awaken feeling refreshed, alert, and in a good mood. Think of achieving optimal sleep (at least between 7-9 hours per night) like charging a battery. When the battery (you) is fully charged, it’ll have all the positive energy and motivation it needs to perform well in all aspects of life.”