Emma Sleep Is Now Expanding in RetailTransform your business by partnering with the world’s #1 sleep brand
About Emma Sleep – The Sleep Company
Emma is a global leader in sleep comfort and innovation, founded in Frankfurt in 2015. In just a decade, the brand has expanded into over 30 countries, serving more than 10 million customers worldwide and generating over €1 billion in annual sales.
The company is best known for its award-winning Emma Original mattress, alongside a growing range of sleep products including pillows and accessories. Its success has been driven by a powerful direct-to-consumer model, combining cutting-edge sleep science, data, and customer feedback.
Now, Emma is accelerating its physical retail expansion, with its new licensed store ownership opportunity for stand-alone stores, launching in the UK and across Europe.
After successfully operating its 2 company owned stores in the Arndale Centre in Manchester and Westfield Mall in London, Emma Sleep's first UK dealer store opened in Birmingham, a few months back, and they have an upcoming second dealer store to open in Guildford soon.
The Emma Sleep Opportunity
Emma Sleep is offering a licensed store ownership model, designed to bring its proven online success into physical stores.
Licensed store owners will operate branded Emma Sleep locations, delivering a premium, technology-led sleep experience to customers while benefiting from:
- A globally recognised brand
- Proven product demand
- A scalable and structured retail model
Why Choose Emma Sleep?
- Market Leader: Europe’s leading sleep brand, with a premium product offerings
- Proven Concept: Built on a successful e-commerce model
- High-Growth Sector: Sleep and wellness demand continues to rise
- Recurring Demand: Mattress replacement cycle ~10 years
- Innovation Driven: Combining technology, science, and customer insight
What Will You Benefit From?
Emma provides a fully supported, licensed store ownership opportunity, including:
- Comprehensive onboarding and product training
- Access to a full range of premium sleep products
- ·Proven sales methods and customer experience systems
- Strong national marketing led by the brand, with significant investment behind it
- Dedicated exposure for your opening
- Ongoing operational guidance
Financial Performance & ROI
Emma promotes a profitable concept with strong unit economics.
- Total Investment: ~£150,000
- Own Capital Required: ~£100,000
- Business Model: High-margin retail products
- Sector Advantage: Repeat demand and essential product category
- High average order values
- Strong brand-driven conversion rates
- Ongoing customer demand in a resilient sector
Who Is Emma Sleep Looking For?
Emma is seeking hands-on, motivated entrepreneurs who are ready to actively build and grow their business.
Ideal partners will have:
- A strong entrepreneurial mindset
- Retail, sales or logistics experience (preferred but not essential)
- A commitment to delivering excellent customer experience
- The financial capability to meet investment requirements
Industry Opportunity
The sleep market is resilient, essential, and growing, driven by increasing awareness of the importance of sleep for health and wellbeing.
Key advantages:
- Universal, non-discretionary demand
- Regular product replacement cycles (~10 years)
- Ongoing innovation in materials and sleep technology
- Strong synergy between online and physical retail
Start Your Emma Sleep Journey
Emma’s expansion into physical retail presents a rare opportunity to partner with a globally proven brand at an early stage of its retail rollout.
Enquire Now to Receive Full Information & Available Locations:
Emma Sleep’s first UK partner store opened in February 2026 - and it’s a huge hit!
At the beginning of February 2026, the people of Solihull got the opportunity to experience the Emma Sleep range in person, for the very first time, with a beautiful new retail destination giving local customers the chance to try, touch, and discover the products that have already won over 1.8 million people across 32 countries.
The result was a genuinely fantastic opening that has set the standard for every partner store that follows.
What made it such a success?
Well, a lot of it comes down to the brand itself, of course. This may only be the 3rd physical location in the UK, and the first to be owned and operated by an independent partner, exclusively showcasing the Emma Sleep products, but the brand is anything but a newcomer for British customers - it’s long been one of the most popular online options.
Any new store which opens can immediately tap into a level of brand awareness that most retailers can only dream of. Behind that is also Emma Sleep’s multi-million-pound international marketing machine, which had already put in the work of promoting the new store in Solihull, meaning the local community had already been primed for the big opening months ahead of them actually opening the doors.
The new owners were keen to put their own stamp on it, too. They also invested heavily in their own local marketing, running targeted social media campaigns that spoke directly to their community and building genuine partnerships with local wellness businesses, gyms, and Pilates studios, to host special in-store events that created real local excitement around the launch.
A blueprint for what is possible
The Solihull opening is a real-world proof of concept that demonstrates precisely what's possible when a motivated, committed partner joins forces with a globally renowned brand like Emma Sleep. It sure is a powerful combination!
Just imagine what it could do for you.
Opportunities are still available in key locations across the UK, so why not get in touch and have a chat about how you could be the next big success story with an Emma Sleep partnership of your own?
Just click the button below to contact the team and schedule a call:
