Leading bed-in-a-box brand, Emma Sleep, has experienced an exponential growth quarter, putting the brand on track to surpass the current market leader’s growth by two-fold.
Since launching in Australia in early 2020, Emma Sleep has seen sales increase by eight times from Q2 to Q3 this year. Taking into account sales from the past eight weeks, Emma Sleep is a $23 million business in gross merchandise value (GMV) terms over 52-weeks and is expected to hit $52 million by the end of 2021.
Emma Sleep is currently number four in the Australian market but is quickly moving up the ranks to compete with well-established brands including Koala and Sleeping Duck.
“It is clear by the significant positive growth that Emma Sleep has experienced since launch that Australians are seeking a more affordable way of getting a good night’s sleep,” Emma Sleep Australia co-founder Benjamin Quiroga-Rivera said.
“There are less than 10 players in the Australian bed-in-a-box market, all of which we consider to be a little too comfortable. We are applying our strategy that has been successful in 21 countries to the Asia-Pacific region and we expect Emma Sleep to be market leader in Australia within two years.”
The Emma Sleep website has experienced a 121% increase in visitors from July to August this year, according to data from online visibility analysis SaaS platform SEMrush. Compared to its competitors in the Australian market, this was three times that of Ecosa, with Sleeping Duck and Koala experiencing little to negative growth in traffic.
“Customers are placing high importance on quality and value. Historically, Australians have grossly overpaid for mattresses and this year has served as a reckoning for many brands not delivering on quality as well as value. We’re not trying to start a price war in the bedroom, however, we have no issue delivering a top quality product at half the price of our competitors,” Quiroga-Rivera continued.
“We use the latest sleep technology backed by our inhouse sleep doctors to ensure our products’ quality is supported by science and made with the latest technology. Emma mattresses feature zero partner disturbance, breathable and moisture-wicking materials and temperature stability that is ideal for all body types.”
As Europe’s most awarded mattress, Emma Sleep is considered one of the top three mattress companies globally. The company was named equal first as best mattress for 2020 by the CHOICE Recommended team.
“Emma Sleep has created an affordable mattress without compromising on quality. We design and manufacture our products in Germany, which is renowned for its premium manufacturing industry. Each mattress undergoes rigorous development and approval processes to ensure the highest quality,” he concluded.
Emma’s signature foam mattress has also taken out the top spot in the United Kingdom’s ‘Which? Consumers’ Association Test’, with the company now having won more than 30 awards globally.
Each Emma mattress includes a 100-night trial with a money-back guarantee and a 10-year warranty period.