Emma Ayata press release

Emma - The Sleep Company unboxes Fluent Commerce and Commercetools to drive online sales

Emma – The Sleep Company, the world’s largest ‘direct to customer’ mattress brand, has chosen Fluent Commerce’s Order Management System and commercetools to drive online sales and enhance their customer experience.

The retailer, which sold 1.5 million mattresses in 2020, is famous for its foam Emma Mattress – which is commonly ordered online and delivered to consumers in a box.

Committed to providing the best shopping experience for their customer, Emma decided it was time for a digital transformation to help power a more tailored experience. So they looked to commercetools, a MACH Alliance member, who’s ecommerce platform is built on modern MACH principles (Microservices support, API first, Cloud native and Headless), to provide more agility and flexibility. To support the new ecommerce platform, Emma chose a distributed Order Management System from Fluent Commerce (also a MACH Alliance member) to streamline online order management giving them a single view of global inventory and the ability to more efficiently fulfil and return orders.

Partnering with technology services company AyataCommerce, Fluent Order Management will be rolled out to 26 countries including the USA, UK, China and India. The rollout will kick start in Columbia in August and then globally from December. Emma aims to complete the rollout in 2022.

Andreas Westendoerpf, CTO at Emma said: “Emma is on a steep growth trajectory with the aim of doubling in size every two years. Ensuring we have the best technology to support this strategy is critical.

“Fluent Commerce has a proven track record of success among global brands and retailers, enabling them to scale and grow. We’re looking forward to having much more flexibility with the new commercetools platform and Order Management System to help us not only meet customer demand but exceed their expectations.”

In 2020 Emma achieved an annual revenue of €405M - a 170 per cent increase on the previous year. Their mattresses are sold direct to consumers online and through 100 retailers across 1700 stores.

Shine Mathew, CEO & Founder of Ayata Commerce, said: “The team at Emma have a number of objectives that they need to deliver fast. Together, in 4 weeks, we have 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 multiple markets. Working with the Emma team has been a rewarding partnership, and we look forward to continuing our working relationship with them as they implement more complex operations in the future.”

Graham Jackson, CEO at Fluent Commerce, said: “Our technology is a great fit for fast-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 in what looks like a very bright future.”

Countries the new OMS will be implemented in include: Columbia, Germany, UK, France, Netherlands, Ireland, China, Australia, Sweden, Denmark, Hong Kong, India, USA, Belgium, Italy, Spain, France, Portugal, Austria, Switzerland 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, 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 acquired 50.1 percent of Emma – The Sleep Company.

About Fluent Commerce

Fluent Commerce is a cloud software company focused on distributed order management for omnichannel retail. Fluent Order Management is a cloud native, fully managed and highly flexible cloud platform. It includes the essential components for unified, headless commerce: Distributed order management, in-store pick and pack, inventory & location management, customer service, fulfillment optimisation and reporting. This enables retailers and brands to enhance all their customer touchpoints whilst increasing their profit on every order.

Fluent Commerce works with global and regional brands such as JD Sports, GrandVision, Aldo, eBay, Target and Marks & Spencer. For more information visit www.fluentcommerce.com

About AyataCommerce

AyataCommerce is a technology services company that helps businesses build digital commerce solutions that put customers first to help drive revenue and increase profits. With teams of people around the globe, AyataCommerce works with to deploy regional expertise alongside best in class technology governance and a proven delivery model to put solutions live on-time and on-budget.  AyataCommerce has experience of integrating to digital platforms such as SAP hybris, Salesforce Commerce Cloud, Amplience and Magento and AyataCommerce works with brands such as Dr Martens, MyDeposits, Vertu and Inforalgo amongst others.

About commercetools

commercetools is a next-generation software company that offers a true cloud-native, headless commerce platform that provides the building blocks for the new digital commerce age. commercetools' leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future.


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