Emma was established in 2015 by entrepreneurs Dennis Schmoltzi and Manuel Müller. Before launching Emma, the founders operated Dormando, an online marketplace for sleep products. Their goal was to simplify mattress shopping by selling directly to consumers through e-commerce rather than traditional retail stores.

Emma introduced its first mattress with a 100-night trial, allowing customers to test the product at home before deciding whether to keep it. This customer-friendly approach became one of the company’s defining features and helped accelerate its growth.

Over the following years, Emma expanded rapidly into international markets. The company established offices in multiple countries, including the Philippines, Portugal, and Mexico, while also opening physical retail stores in Europe to complement its online business. [2]

Emma primarily follows a direct-to-consumer (D2C) business model, selling products through its official websites and selected retail partners. By reducing dependence on traditional mattress showrooms, the company aims to lower distribution costs while offering generous trial periods and return policies. [3]

Key features of Emma’s business model include:

• Online-first sales

• Compressed “mattress-in-a-box” shipping

• Home sleep trial (market-dependent)

• Free delivery and returns in many countries

• Long-term product warranties

• Frequent promotional pricing and seasonal sales

Today, Emma also distributes products through furniture retailers and department stores in several countries. [3]

Emma offers a wide range of sleep products, including:

Mattresses

Its mattress lineup varies by country but commonly includes:

• Emma Original

• Emma Hybrid

• Emma Hybrid Premium / Luxe

• Emma Elite or AirGrid models (selected markets)

These mattresses typically combine memory foam, support foam, pocket springs, or proprietary cooling materials. [4]

Beds and Bed Frames

Emma manufactures upholstered bed frames and complete bed systems designed to complement its mattresses.

Pillows

The company sells adjustable memory foam pillows and ergonomic pillows intended for different sleeping positions.

Bedding

Additional products include:

• Mattress protectors

• Mattress toppers

• Duvets

• Bed linens

• Bedding accessories

[4]

Emma emphasizes research and product engineering as part of its brand identity. [5]

Its mattresses incorporate technologies such as:

• Multi-layer foam construction

• Zoned support systems

• Motion isolation

• Pressure-relieving foam

• Breathable cooling materials

• AirGrid polymer technology (in premium models)

• Diamond Degree cooling foam (selected products)

The company states that products are developed by internal research and development teams and tested for comfort, support, and temperature regulation before release. [5]

Since its founding, Emma has expanded into more than 20 countries across multiple continents, with online operations in even more markets. The company maintains offices in Europe, Asia, and Latin America and has opened branded retail stores in several European countries. [6]

Emma has received numerous awards from consumer testing organizations and product review publications in different countries. The company frequently promotes its mattresses as award-winning products and highlights independent testing results for comfort, support, and value. The exact awards vary by country and year. [7]

Emma has stated that it seeks to improve sustainability through:

• More efficient product packaging

• Local manufacturing in selected markets

• Reducing transportation costs

• Improving product durability

• Ongoing research into materials and production methods

Specific sustainability initiatives differ by region. [8]

Emma is considered one of the leading companies in the online mattress industry and competes with brands such as:

• Casper

• Simba

• Purple

• Tempur

• Origin

• Koala

Its primary competitive advantages include online convenience, home trial policies, warranty coverage, and research-driven mattress designs. [9]

Emma describes its mission as improving people’s sleep through innovation, scientific research, and customer-focused product development. The company positions itself as a global sleep technology brand rather than solely a mattress manufacturer. [10]

Emma has evolved from a German startup into one of the world’s best-known online sleep brands. Its combination of direct-to-consumer sales, research-based mattress design, generous trial periods, and international expansion has made it a major player in the global sleep products market. The brand continues to broaden its portfolio beyond mattresses into complete sleep solutions, including beds, pillows, bedding, and accessories. [11]

1. About Emma – The Sleep Company

2. About Emma | Emma – The Sleep Company

3. About Us – Emma Sleep PH

4. FAQ – Emma Sleep PH

5. Best Mattress in a Box 2024 – Emma®

6. Simba vs Emma: Which boxed mattress should you buy?

7. I’ve spent the last four years testing mattresses – if you’re weighing up Emma vs TEMPUR, this is the brand that gets my vote

8. Emma Sleep Ireland (2026) — Full Range Reviewed & Compared

9. Manila Bulletin – Discover cooler, better sleep with Emma now at Our Home

10. Part 1: Intro (in case you don’t know us yet)

11. Member Spotlight: Emma – The Sleep Company – Specialty Sleep Association