Emma The Sleep Company chose commercetools for their new eCommerce platform
Press Release

Emma –The Sleep Company rises and shines with commercetools for modern eCommerce Order Management

commercetools author image Stephanie Wittmann
Stephanie Wittmann
Head of Communications & Content, commercetools

LONDON (UK), October 27, 2021 –  Emma – The Sleep Company, the world’s largest direct-to-customer sleep brand, has selected commercetools and Fluent Commerce to provide a new eCommerce platform for its rapidly growing business.

Emma The Sleep Company chose commercetools for their new eCommerce platform

The retailer, which sold 1.5 million mattresses in 2020 in more than 30 countries, is famous for its foam Emma Mattress – which is commonly ordered online and delivered to consumers in a box. This business is rapidly growing with an annual revenue of €405M in 2020 which is a 170% increase on the previous year.

Committed to providing the best shopping experience for their customer, Emma decided to replace their eCommerce platform to better support their business growth plans. They 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 in the future more efficiently.

AyataCommerce, a technology services company helped Emma with the rollout of the new distributed OMS. Fluent Order Management will be rolled out to more than 30 countries, including the USA, UK, China and India. The rollout kick-started in Columbia in August 2021, just few months after the partnership was formed and will incrementally cover all current and future markets. Emma aims to complete the rollout in 2022.

The commercetools platform is one of the cornerstones of Emma’s new composable eCommerce architecture. In this partnership, we share a high degree of strategic principles and practices of software engineering with the goal to provide agility to our rapidly growing business. 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 partner for Emma’s eCommerce platform of the future. Ensuring we build the best technology platform that enables our business to scale and stay agile is key to our success.
Andreas Westendörpf

CTO, Emma – The Sleep Company

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. We look forward to a prosperous partnership.
Dirk Hoerig

CEO and Co-Founder, commercetools

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.
Graham Jackson

CEO, Fluent Commerce

The team at Emma has an ambitious number of objectives that they need to deliver fast. Together, in 4 weeks, we successfully deployed to the first market. We are proud to have enabled the Emma team as quickly as we have. They now have the confidence and ability to take the lead in the next rollout as they deploy to a high number of markets. Working with the Emma team has been a rewarding partnership, and we look forward to continuing our working relationship with them as they successively implement increasingly complex operations in the future.
Shine Mathew

CEO & Founder, AyataCommerce

Countries the new OMS will be implemented include: Columbia, Germany, UK, France, Netherlands, Ireland, China, Australia, Sweden, Denmark, Hong Kong, India, USA, Belgium, Italy, Spain, Portugal, Austria, Switzerland, Brazil, Mexico, Canada, South Korea, New Zealand, Singapore, Chile, Japan, Argentina, Philippines, Indonesia, Taiwan, Malaysia, Thailand, Vietnam and Poland.

About Emma – The Sleep Company

Emma – The Sleep Company is a founder-managed company and with 1.5 million mattresses sold in 2020 the world’s leading direct-to-consumer sleep brand. Founded in 2013 by Dr. Dennis Schmoltzi and Manuel Mueller, the Sleep Tech company is headquartered in Frankfurt am Main, Germany, with additional locations in Manila (Philippines), Lisbon (Portugal) and Shanghai (China). In 2020, the company achieved a turnover of EUR 405 million (USD 494.7 million), a growth rate of 170% from the previous year. On July 1, 2020, Franz Haniel & Cie. GmbH group, a German family-owned investment holding company with focus on sustainability, acquired 50.1% of Emma – The Sleep Company.

commercetools author image Stephanie Wittmann
Stephanie Wittmann
Head of Communications & Content, commercetools

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