The online bedding retailer Emma marked a successful 10th anniversary in 2025, selling 223,842 mattresses through its direct-to-consumer channel. Customer satisfaction remained high, with nearly 20,000 four- and five-star reviews on Trustpilot and Yotpo. The brand also received the "Best Choice" award from UFC-Que Choisir for its Original II mattress and hosted an event in September for journalists and content creators to showcase its sleep innovations.
© Emma
Building on this momentum, Emma has continued its physical expansion in 2026, opening its 15th independent store in Perpignan, a strategic retail location designed for personalized advice and product testing. The Perpignan store is led by local entrepreneur Anthony Basacomas, who has partnered with the brand. Emma provides its store network with comprehensive support, including training, marketing materials, and operational follow-up. Further store openings are planned throughout 2026, following previous launches in Lyon and Toulon.
This expansion reflects the growing importance of a phygital strategy, combining online sales with physical locations, to meet consumer demand for trying products before purchase in the sleep and bedding sector.
Source: www.univers-habitat.eu
