German Sleep Tech Brand Emma Plans 50 Stores in India, Eyes ₹700 Cr by FY27

Germany-born sleep technology brand Emma entered the Indian market with the vision of introducing scientifically engineered sleep products to a consumer base that is increasingly recognising the importance of quality sleep.

Founded in Frankfurt in 2015, Emma has grown into a global sleep solutions retailer. Over the years, the company has positioned itself among the world’s leading sleep brands and established a presence across 33 countries. India became part of Emma’s global expansion journey in 2023, when the company entered the market through its direct-to-consumer website.

In just two years of operations, Emma has generated more than ₹200 crore in revenue from India, making the country one of its top seven markets globally. The company now plans to deepen its presence and aims to position India among its top three markets in the coming years.

Emma follows a digital-first omnichannel strategy in India, enabling customers to discover the brand online and later experience its products at dedicated retail outlets. The company initially focused on its D2C website before expanding to marketplaces such as Amazon and Flipkart. More recently, it has entered offline retail through experience stores where customers can test products before making a purchase.

“Offline retail is still at an early stage for us in India. We currently have nine operational stores and are looking to expand that network to about 20 stores by 2026,” highlights Mukul Aggarwal, Lead - Retail & Marketplaces, Emma Sleep India.

The company’s stores follow an experience centre format, reflecting the tactile nature of mattress purchases.

“Mattresses are still a category where customers prefer to experience the product before buying. Our stores allow them to test different options and understand what suits them best,” he added.

Emma prefers opening stores on high streets rather than inside malls. This strategy allows the brand to maintain greater control over the customer experience, from accessibility to in-store interaction.

“At the moment, offline retail accounts for roughly 12% of Emma’s business in India, but with our expansion plans underway, we expect it to grow to nearly 25%,” Aggarwal noted.

Emma currently offers a focused product portfolio in India that includes mattresses, pillows and mattress protectors. While the brand has a much broader global range, its India offering has been carefully curated based on local consumer research.