Meet Emma – They Are on Their Way to Becoming the World’s No 1 Sleep Brand

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Meet Emma Sleep – They are on their way to becoming the world’s No 1 Sleep Brand

We only raised just about 5 mn Euros … we grew to 405 mn Euro revenues in 2020 Dennis Schmoltzi, CEO and Co-Founder Emma Sleep

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We were very capital efficient. We are profitable, most competitors are not. Dennis Schmoltzi, CEO and Co-Founder Emma Sleep

The Founder

This time we hear the impressive story from Dennis Schmoltzi (https://www.linkedin.com/in/dennis-schmoltzi-b61b21109), CEO and co-founder of Emma Sleep, Europe’s leading sleep tech startup. Before founding Emma, Dennis got his degree in business administration in Germany, an advanced diploma from New York University Law School, and his Ph.D. in finance. He spent more than 6 years with McKinsey, before starting out on his own.

Dennis was convinced by his friend Manuel to start Emma. Manuel has been in the business of selling medical matrasses, so he knew more about the business before.

We had to invest smartly: How do we get to a better marketing efficiency? How can we build better products, how can we reduce costs in the supply chain? Now we are profiting from this. Dennis Schmoltzi, CEO and Co-Founder Emma Sleep

Enabler

This recording was made possible by (Hessen Trade and Invest). Learn more about our enabler here: https://www.invest-in-hessen.com/

Our interviews with Invest-in-Hessen are available as a dedicated sub-podcast here: https://anchor.fm/techstartupsgermany

In 2016 Emma really started to grow and competitors like Caspar entered the market … but the competition was actually good. It helped us to educate the customer, that buying mattresses online is a thing Dennis Schmoltzi, CEO and Co-Founder Emma Sleep

The Startup

Emma Sleep (https://team.emma-sleep.com/) is helping people to improve their sleep, starting out with matrasses. They are currently one of Europe’s leading sleep tech companies.

Emma sells their products (matrasses, pillows, …) online and increasingly with retail partners. Originally they did not start out with their own products but selling products of other companies online.

In 2020, Emma sold 50,1% of their equity stake to German investment holding Haniel Group (https://en.wikipedia.org/wiki/FranzHaniel%26_Cie.).

We met Haniel and found we have a very similar view on how to build strong businesses. … eventually our friends and family sold their shares to them. Dennis Schmoltzi, CEO and Co-Founder Emma Sleep

Find all links and show notes here: https://www.startuprad.io/blog/meet-emma-sleep-they-are-on-their-way-to-becoming-the-worlds-no-1-sleep-brand/

We struggled to raise capital … we were too realistic in our projections, but we always kept our promises. Dennis Schmoltzi, CEO and Co-Founder Emma Sleep