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Emma Sleep CTO: ‘Physical retail is a substantial part for growth’

Emma Sleep CTO Andreas Westendörpf

Emma Sleep’s chief technology officer, Andreas Westendörpf, has claimed physical stores will be a “substantial part” of the company’s growth.

Speaking to InternetRetailing, Westendörpf said: “We are exploring multiple channels of our business model.

“We want to leverage the strength that we have from our digital business model and attach more channels, such as marketplaces and wholesale.”

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The comments come as the mattress brand announced the opening of its first European store in the Netherlands, located in Westfield Mall.

At the time, co-founder and CEO Dr Dennis Schmoltzi said: “After the great results of our Emma Concept Stores in China, we decided to bring this innovative concept to Europe.

“It is another step to strengthen Emma as the world’s largest sleep brand, both online and offline. We are very much looking forward to making the most of this experience and expanding to other European markets.”

However, according to Westendörpf, expanding further into physical retail “can be a huge success” for the brand.

“Customers have started going back to their old habits and going back to stores post-pandemic,” revealing that 80% of its shoppers still purchase offline.

“There is a huge growth opportunity,” he claimed.

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