Press release: Quadruple success: Emma mattress, for the fourth time, is a test winner

Emma impresses with its quality and expands to Italy and Spain


Date: 21 September 2017


Quality is spreading – Following victories in the Netherlands and France, Emma has now been awarded as the best mattress in Italy by the leading consumer magazine Altroconsumo[1].

This makes Emma the first mattress to be awarded as the best tested mattress in three European countries.  Add to this the fact that Emma mattress received similar accolade by recently receiving the coveted Which? Best buy mattress by the largest consumer group body in the UK its clear to see Emma is impressing with its quality mattress.

Consequently, the company is continuing on its fast-paced growth path and is now expanding to Italy and Spain. Only 1.5 years after its inception, the popular Emma mattress is now available online in ten European countries, and with the help of strong partners will also be available in retail stores in five countries by the end of the year. This European success is also reflected in the figures: In August alone, around 10,000 Emmas were sold. This is an increase of 150 percent compared to the previous year.

Differentiation is a key element when it comes to selling mattresses online. Emma follows the clear line of convincing with quality and service. “Our strength lies clearly in technology competence in the development of mattresses. The fact that Emma has been awarded for the third time this year shows that we are working on and researching the right aspects,” says Max Laarmann, founder and CEO of Emma Mattress.


The particularly long-lasting and multi-certified foam used in each Emma mattress has been developed by the German native. “If you pay attention to the in-depth evaluation criteria of these tests, you will find that our Emma mattress is a top-quality product,” says Max Laarmann.


Strategically and qualitatively, Emma leaves its European competitors behind in the highly competitive online mattress market. Already in its first full year (2016), Emma generated an income of 15 million Euros in Germany, Austria and Switzerland. Emma is now on an ambitious path. In the second fiscal year, sales are expected to more than double.


European Championship

Emma mattress is not resting on this success. Customer wishes and material innovations are regularly incorporated into product development. For this reason, the crew is currently working on the next generation of Emma which will be launched in Germany this autumn as increasing its offering to the UK market to include Emma Pillows. Now that Emma will be available in roughly 1,000 residential stores in the DACH region (Germany, Austria, and Switzerland), the Netherlands and Belgium, the Frankfurt based company plans to expand its retail presence in other countries such as the UK, France and Italy. The focus of this quality and growth strategy is clear: “We offer consumers an outstanding product and excellent customer service. With this, we want to grow Emma into the best bed-in-a-box mattress brand in Europe.” says Laarman.


About Emma Mattress

Emma mattress offers one of the best-selling online mattresses. The company has developed a high-quality, pressure-relieving mattress, which is suitable for different body and sleeping types. The developers have analysed the best mattresses from around the world and have used this knowledge to create Emma. In the first business year, about 1,500 Emma mattresses were sold per week. Customers can test them at home for 100 days risk-free.


Emma Mattress was founded at the end of 2015 by Max Laarmann as a subsidiary of Bettzeit GmbH.



press contact:

Ebony Gayle – Ebony Gayle Communications




Notes to editor:

  1. Emma Mattress is manufactured in the UK and is only available to purchase online
  2. Product and sleep information are available online:
  3. To view the Which? Review of Emma Mattress please visit website
  4. Please find further details concerning the mentioned tests here:,,

[1] Please find further details concerning the mentioned tests here:,,