Emma – The Sleep Company has selected commercetools and Fluent Commerce to provide a new ecommerce platform for its rapidly growing business.

The retailer, which sold 1.5 million mattresses in 2020 in more than 30 countries, is rapidly growing with an annual revenue of €405 million (A$630 million) in 2020 which, an increase of 170% on the previous year.  

Emma selected commercetools, a MACH Alliance member, whose platform is built on modern MACH principles – Microservices, API-first, Cloud-native and Headless – and supports Emma’s technology strategy, as their online store backbone.

Alongside commercetools, Emma chose a distributed Order Management System (OMS) from Fluent Commerce (also a MACH Alliance member) to streamline online and offline order management, giving them a single view of global inventory and the ability to fulfil and return customer orders more efficiently.

Technology services company, AyataCommerce, helped Emma with the rollout of the new distributed OMS. Fluent Order Management will be rolled out to more than 30 countries, including the US, UK, China and India, due to be completed in 2022.

“The commercetools platform and distributed OMS are the cornerstones of Emma’s new composable ecommerce architecture. In these partnerships we share a high degree of strategic principles and practices of software engineering with the goal to provide agility to our rapidly growing business,” Emma – The Sleep Company chief technology officer, Andreas Westendörpf said.

“commercetools is the first ecommerce platform to be designed for headless and cloud-native from inception, with excellent developer tooling and thus our choice for the ecommerce backbone. We are happy to have found the perfect partners for Emma’s eCommerce platform of the future.”

Commercetools CEO, Dirk Hoerig commented, “We are thrilled to be working with Emma as we provide   the industry leading headless eCommerce platform to their advantage. Our commitment to delivering quality solutions with a rich ecosystem of excellent developer tooling is what sets commercetools apart in the market and is why we are a trusted platform to so many in the market.”

Fluent Commerce CEO, Graham Jackson said, “Our technology is a great fit for rapidly growing retailers looking to enhance the online buying experience for their customers. We look forward to supporting Emma as they continue to grow and invest into a very bright future.”