Emma – The Sleep Company will this week open its first ever physical store in the UK at the nation’s largest shopping centre, as it underlines a significant investment to reach customers offline alongside its digital heritage- becoming the first D2C sleep brand to launch its own UK bricks-and-mortar store.
Customers at the 3035 sqft Westfield White City store will have access to the exclusive Select Collection: a range of Emma products only available in Emma stores, as well as the brand’s best-sellers including award-winning Emma NextGen Premium and Emma Luxe Cooling mattresses and its Divan, Ottoman and Sofa beds as well as a host of accessories including pillows, duvets, toppers and bed linen.
Since launching in 2015, Emma has expanded into more than 30 markets around the world and the store will mark the start of Emma’s retail expansion offline into one of its strongest markets globally. The prime location in London’s Westfield will reach new customers directly with a different type of brand and product engagement- including access to exclusive products, a physical touchpoint to explore products directly, in-person consultancy from experts and market-leading customer service.
Whilst Emma products are currently available at Furniture Village, John Lewis, and other partner retailers, the opening will mark the company’s first UK standalone store following years of exponential growth.
More store openings are planned in the U.K. later this year following a host of new openings across Europe in 2024 thus far, including six in May alone. Emma’s retail expansion in the UK and beyond this year will significantly exceed the 12 Emma stores currently located in the likes of Spain, Germany and The Netherlands.
The company hopes that its omni-channel approach will ensure that the very best in sleep products and expertise is accessible to everyone in its ambition to becomes the world’s number one sleep brand.
Benoit Linossier, Emma’s Director of European Retail, said: “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.”
The Emma Store will open on 31st May at Westfield White City, located at 1081 Ariel Way, London W12 7GF- with opening day celebrations including previews of the brand’s latest products and personalised sleep consultations as well as goody bags and other treats for its opening day customers.
