Online bed-in-a-box brand, Emma Mattress, to be stocked in DFS stores nationwide

Emma Mattress, Europe’s number one bed-in-a-box brand, will now be available for customers to see and try out at selected DFS stores across the UK. The Emma Hybrid mattress is already available online via the DFS website and now customers will be able to try out the product before purchase, thanks to in-store displays set to be rolled out by the UK’s leading furniture retailer over the next six months.

DFS stores which feature DFS’ range of bedroom and dining room furniture will display an Emma Hybrid mattress, giving customers the chance to try out the award-winning product, which has been developed to suit all body and sleep types in one model. Additional DFS stores will feature displays including a sample of the Emma Hybrid mattress and information about the product’s innovative technology and benefits. The roll out of in-store point of sale displays makes DFS the first and only retailer where customers can see or try out the Emma Hybrid mattress before making their purchase.

Launched in the UK in 2017, Emma Mattress is already Europe’s number one bed-in-a-box brand, with 250k mattresses already sold direct online*.  The collaboration will leverage Emma Mattress’ sizeable online presence and drive customers into store so that they can try out the mattresses before they buy.

The partnership also supports DFS’ own range of bedframes and bedroom furniture, which encompasses over 70 different products, allowing customers to complete their entire bedroom furniture purchase in one location. Customers can place their Emma Hybrid mattress order with DFS in-store or online, with delivery then fulfilled by Emma Mattress’ fast delivery capabilities.

John Rastall, head of beds and Dining at DFS, said: “This is the first time we have collaborated with a pureplay online retailer, so it was important for us to choose the right partner. We chose to work with Emma based on the strength of its brand and the quality of its product. We are proud to be able to offer customers the chance to try out the innovative Emma Hybrid mattress in DFS stores, alongside our own range of high-quality bedframes and bedroom furniture.”

Max Laarmann, founder and CEO of  Emma Mattress, said: “Partnering with DFS is a great fit for Emma Mattress – they are a highly regarded, trusted UK retailer who mirrors our values around the importance of product quality, customer service and convenience.”

“The Emma Mattress brand was born out of a consumer problem – before mattress buying was cumbersome and confusing to shoppers – and, add to this the long delivery times, it didn’t make for easy or seamless buying journey.  Using customer insight, we not only sought to make the buying process easier, more convenient and quicker, we also harnessed the science behind sleep to create a mattress that suits all body and sleep types.  And what better way to enhance this further than by now being able to offer shoppers the choice of either buying online or in-store.”