German DTC sleep brand Emma says Australian sales are soaring

Robert Stockdill

21st Feb 2023

Direct-to-consumer sleep brand Emma says its Australian sales soared 103 per cent last year as global revenue reached A$1.34 billion, up by 35 per cent.

Founded in Germany in 2013 by Dr Dennis Schmoltzi and Manuel Mueller, the company is currently active in 30 markets.

A local spokesperson for Emma said Australia is one of the brand’s fastest-growing markets globally and the triple-digit growth rate last year was in contrast to local player Koala, which increased sales by 9.2 per cent.

“While [Emma’s] competitors believe shoppers have lost interest in home goods post-lockdown, Emma’s revenue figures say otherwise.”

The company attributes its strong growth to increasing demand for space-saving home furniture solutions, a category in which it is scaling up its efforts and product offerings.

“The company believes this trend may be attributed to the rising costs of owning a home in Australia, as real estate prices also steadily increase,” the spokesperson said. “Australians are now settling in apartments and studios where there is limited space, and are looking for furniture solutions that maximise the space without sacrificing functionality and design.”

Emma sells its products online as well as in more than 3000 physical stores and has collaborated with 200 retailers globally.

CEO and co-founder Dr Dennis Schmoltzi said that from Australia to Mexico, Emma’s triple-digit growth outside of Europe shows how it is building a truly global sleep brand.

“We’ll continue our mission to awaken people’s best with better sleep this year through further growth and hiring to support that.”