Emma – The Sleep Company is set to inaugurate its first physical store in the UK at Westfield White City, the nation’s largest shopping centre. This move marks a significant investment aimed at reaching customers offline, complementing Emma’s digital heritage. The company thus becomes the first direct-to-consumer (D2C) sleep brand to launch its own bricks-and-mortar store in the UK.
The new 3035 sqft store will feature Emma’s exclusive Select Collection, a range of products available only in Emma stores. Customers will also find the brand’s best-sellers, including the award-winning Emma NextGen Premium and Emma Luxe Cooling mattresses. Additionally, the store will offer a variety of other products, such as Divan, Ottoman and Sofa beds, along with accessories like pillows, duvets, toppers, and bed linen.
Since its inception in 2015, Emma has expanded into more than 30 markets globally. The opening of the Westfield White City store signifies the start of Emma’s offline retail expansion into one of its strongest markets. This prime location will provide customers with a new form of brand and product engagement, featuring access to exclusive products, a physical space to explore offerings, in-person consultancy from experts, and top-tier customer service.
While Emma products are already available at Furniture Village, John Lewis, and other partner retailers, the Westfield White City store will be Emma’s first standalone store in the UK following years of exponential growth.
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Emma plans to open more stores in the UK later this year, following several new store openings across Europe in 2024, including six in May alone. The company’s retail expansion in the UK and beyond this year will significantly surpass the current 12 Emma stores in countries such as Spain, Germany, and The Netherlands.
Emma hopes that its omni-channel approach will make the best sleep products and expertise accessible to everyone, in its ambition to become the world’s number one sleep brand.
Benoit Linossier, Emma’s Director of European Retail, expressed his enthusiasm for the new store, stating: “We’re excited to announce our very own store in the UK, to reach people directly with excellence in sleep innovation and expertise. Whilst Emma’s heritage is digital, we’re passionate about ensuring great sleep is accessible to all, and our stores mark Emma’s commitment to that.
“Our Westfield White City store will offer a personalised experience with trained advisors 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.”
